U.S. patent application number 13/800832 was filed with the patent office on 2013-11-21 for mobile messaging ecosystem - content message layer.
This patent application is currently assigned to BrandintelX, Inc.. The applicant listed for this patent is BRANDINTELX, INC.. Invention is credited to Charles E. Casteel, James Bud WARD, Sterling A. WARD.
Application Number | 20130311291 13/800832 |
Document ID | / |
Family ID | 49582089 |
Filed Date | 2013-11-21 |
United States Patent
Application |
20130311291 |
Kind Code |
A1 |
WARD; Sterling A. ; et
al. |
November 21, 2013 |
MOBILE MESSAGING ECOSYSTEM - CONTENT MESSAGE LAYER
Abstract
This disclosure relates to the use of a content message layer or
a mobile device edge technology to render and measure interactive
impression messages to a mobile device during a specified time and
place and with discretionary control. Furthermore, the disclosure
describes a new mobile message delivery and measurement channel
that joins the message sender and recipient in a closed-loop
progressive conversation and where messages can be rolled over in
time.
Inventors: |
WARD; Sterling A.;
(Washington, DC) ; WARD; James Bud; (Washington,
DC) ; Casteel; Charles E.; (Pooler, GA) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
BRANDINTELX, INC. |
Silver Spring |
MD |
US |
|
|
Assignee: |
BrandintelX, Inc.
Silver Spring
MD
|
Family ID: |
49582089 |
Appl. No.: |
13/800832 |
Filed: |
March 13, 2013 |
Related U.S. Patent Documents
|
|
|
|
|
|
Application
Number |
Filing Date |
Patent Number |
|
|
61649718 |
May 21, 2012 |
|
|
|
Current U.S.
Class: |
705/14.58 ;
705/14.61 |
Current CPC
Class: |
G06Q 30/0264 20130101;
G06Q 30/0267 20130101 |
Class at
Publication: |
705/14.58 ;
705/14.61 |
International
Class: |
G06Q 30/02 20120101
G06Q030/02 |
Claims
1. An apparatus comprising: a mobile device having a processing
device and memory device, the mobile device configured to store a
message downloaded to the mobile device, and to render the
downloaded message at a preselected time on the mobile device if
the mobile device is in a first state; and if the stored message
cannot be rendered because the mobile device is not in the first
state, the mobile device is configured to roll over the stored
message to a first subsequent preselected time or times on a same
day or other days.
2. The apparatus of claim 1 wherein the mobile device is configured
to be in the first state when the mobile device is in a condition
between wake-up of the mobile device and unlocking of the mobile
device.
3. The apparatus of claim 1 wherein the mobile device is configured
to roll over the message to a second subsequent predetermined time
or times on the same day or on yet other days if the mobile device
is not in the first state at the first subsequent preselected time
or times or the same day or other days.
4. The apparatus of claim 3 wherein the mobile device is configured
to rollover the message for a preselected subsequent number of
times or days.
5. The apparatus of claim 1 wherein the mobile device is configured
to store the downloaded message in a scheduling queue that makes
the message available for rendering by the mobile device at a
preselected time block over multiple days.
6. The apparatus of claim 5 wherein the mobile device is configured
to deliver the message for rendering in response to detection of
the preselected time and the mobile device being in a condition
between wake-up of the mobile device and unlocking of the mobile
device.
7. The apparatus of claim 5 wherein the mobile device is configured
to use a scheduling manager to keep the message in the scheduling
queue until it is rendered a specified number of times or until a
specified time period for rendering the message has expired.
8. The apparatus of claim 6 wherein the mobile device is configured
to use the scheduling queue to retain the message for a future
rendering if a rendering of the message is interrupted by the
mobile device being placed in a condition other than the condition
between wake-up of the mobile device and unlocking of the mobile
device.
9. The apparatus of claim 1 wherein the mobile device is configured
to roll over the message for rendering at a subsequent preselected
time or times on the same day or other days if the mobile device is
not in a specified geographic location.
10. A method comprising: rendering a message on a lock screen
display of a mobile device if a scheduled time for rendering the
message occurs during a period between wake-up of the mobile device
and unlocking of the mobile device.
11. The method of claim 10 further comprising storing a message to
be rendered on the lock screen display of the mobile device until
the occurrence of the scheduled time for rendering.
12. The method of claim 11 further comprising rolling over the
material to be rendered on the lock screen display of the mobile
device in storage for rendering at a subsequent scheduled time on a
same day or another day if the material cannot be rendered at a
first scheduled time.
13. The method of claim 11 further comprising retaining the message
to be rendered in storage until it is rendered a scheduled number
of times or until a specified time period for rendering the message
has expired.
14. The method of claim 11 further comprising rolling over the
message to be rendered at the scheduled time in storage for
rendering at a subsequent scheduled time on the same day or another
day if the mobile device is not at a specified geographical
location when the mobile device is between wake-up of the mobile
device and unlocking of the mobile device.
15. A computer-readable medium in a mobile device storing
instructions configured or otherwise designed to cause a computing
device in the mobile device to perform operations comprising
rolling over in storage any message that cannot be rendered by the
mobile device at a specified time.
16. A computer-readable medium in a mobile device storing
instructions configured or otherwise designed to cause a computing
device in the mobile device to perform operations comprising
rolling over in storage any message that cannot be rendered by the
mobile device at a specified time and a specified location.
17. The computer-readable medium of claim 15 wherein the
instructions are further configured to cause the computing device
in the mobile device to perform operations comprising rendering the
rolled over message at a subsequent scheduled time on a same day or
another day.
18. The computer-readable medium of claim 16 wherein the
instructions are further configured to cause the computing device
in the mobile device to perform operations comprising rendering the
rolled over message at a subsequent scheduled time on the same day
or another day if the mobile device is at the specified
location.
19. The apparatus of claim 1 wherein the mobile device is
manufactured to make the native technology available to the user
during said condition.
20. The apparatus of claim 1 wherein the mobile device operating
system is installed to make the native technology available to the
mobile device during said condition.
21. The apparatus of claim 1 wherein the mobile device is modified
to make the native technology available to the user during said
condition.
22. The apparatus of claim 1 wherein the function of rendering the
message during said condition is bundled into the operating system
of the mobile device.
23. The apparatus of claim 1 wherein the function of rendering the
message during said condition is integrated into the operating
system of the mobile device.
Description
CROSS REFERENCE TO RELATED APPLICATIONS
[0001] This application is a utility application and claims the
benefit of U.S. Provisional Application No. 61/649,718, filed May
21, 2012. This application is related to U.S. application Ser. No.
13/800,638 titled Mobile Messaging Ecosystem--Closed Loop and filed
Mar. 13, 2013, U.S. application Ser. No. 13/801,246 titled Mobile
Messaging Ecosystem--Rendered Message and filed Mar. 13, 2013, and
U.S. application Ser. No. 13/801,343 titled Mobile Messaging
Ecosystem--Rollover Message and filed Mar. 13, 2013.
TECHNICAL FIELD
[0002] This disclosure relates to the use of a content message
layer or a mobile device edge technology to render and measure
interactive impression messages to a mobile device during a
specified time and place and with discretionary control and to a
new mobile message delivery and measurement channel that joins the
message sender and recipient in a closed-loop progressive
conversation and where messages can be rolled over in time.
BACKGROUND
[0003] Display impression advertisements (ads) on mobile devices
are primarily recycled internet ads, simply down sized to fit the
smaller screen of mobile devices. Some impression ads are provided
through mobile internet websites and others are provided through
thin-clients embedded into mobile content products (applications).
Both methods of providing the impression ads are widely distributed
through ad networks. There are a fast growing number of content
providers enabling these thin-clients to serve pictures, banners,
or small video clips into the pre- or post-loading screens of
mobile games, videos, music tracks, and upper, middle, and lower
sections of mobile application displays. By recycling these
internet-based ads, coupled with the ad network'subiquitous reach,
it makes this advertising distribution channel a very inexpensive
and technically efficient method to send ads to large
audiences.
[0004] There are at least three drawbacks or limitations to today's
mobile display impression ads: [0005] 1) Annoyance
Factor--impression ads are displayed while users are actively using
their mobile device, and the line between valuable advertising
content and spam is never going to move in favor of the advertiser.
The frequency and ubiquity of such ads can quickly reach a point of
diminishing return for the advertiser and/or publisher if poorly
executed; [0006] 2) Underutilized Technology--because impression
ads are displayed while the device is in use, the industry's best
practices, as outlined by the Mobile Marketing Association (MMA),
discourage the use of most of the native capabilities of the device
(such as the speakers, LED flash, vibrator, and the like), all to
minimize the annoyance factor as witnessed by internet advertising;
and [0007] 3) Undeveloped Measurement--impressions served,
click-thru rates, page views, duration, and conversion are today's
standard for ascertaining effectiveness of mobile device impression
ads; while each of these are measureable from a technology
perspective, they provide very limited actionable insight to the
advertisers that inform their decision on how to maintain or
strengthen their market position.
[0008] In the current mobile advertising environment, there are
more mobile devices than there are TVs and internet-connected PCs.
Moreover, mobile devices (especially mobile phones) are typically
with an individual, especially at the point of purchase. Therefore,
the potential to reach large audiences and influence their
purchasing decisions when the mobile device is close to a retail
outlet is commanding broad enthusiasm.
[0009] Based on lessons learned from the Dot-Com era of internet
advertising and coupled with the fact that in conventional ad
delivery methods, mobile display advertising is delivered while the
device is in active use, the MMA has developed best practices to
guard against crossing the line in the consumer's perception of
what is valuable ad content and what would be considered spam or
junk. The intent is to avoid the internet-like annoyance factor
from happening in mobile. Furthermore, additional heightened
concern centers on the personal and private nature of mobile
devices and the inherent sense of privacy expected from individuals
while using their devices.
[0010] Using internet advertising as a framework, along with the
goal of not annoying the consumer, the MMA's best practices have
established standards for: opt-in to an ad; opt-out of an ad; ad
size and format; when and where ads are displayed; and guidelines
for how ads are displayed. The net result of the MMA's best
practices has been an evolution to a wholesale reuse of the
internet business model, scaled down to fit the smaller screen size
of mobile; thus, adopting a low-profile approach to display
impression ads so as not to draw too much attention away from the
user's intended use of the device: to make and receive calls, read
books, view videos, listen to music, play games, browse the
internet, and the like.
[0011] In a world of 3,000 ad messages a day and technology and
behavior that facilitates unprecedented ad skipping, the
"impression" ad is less and less able to sway purchase habits. The
measuring of eyeball impressions is no longer good enough for many
forms of marketing. The shifting from commodity-oriented benchmarks
of input measures such as cost per thousand impressions (CPMs) (or
cost per 1,000 viewers) to more output-oriented measures such as
cost per hand-raiser and cost per lead represents the next
evolutionary step in measuring and predicting the effectiveness of
advertising campaigns.
[0012] In the world of advertising that includes TV, radio, print,
online, and mobile, the distribution model for those 3,000 ad
messages that are created every day is often one-to-many, where the
advertiser sends one ad to many individuals (also known as the
shotgun approach). Consumers are merely on the receiving end of
those ad messages with little opportunity to have a direct
conversation or relationship with advertisers about the
advertisements they individually received. Focus groups, sample
surveys, completed questionnaires, and the like are used to provide
linkage between the advertiser and the consumer, namely, to provide
consumer segmentation data to categorize people for targeting
purposes and to provide feedback on already executed ad
campaigns.
[0013] Advertising is a mature, yet evolving business model, but
the newer measures for ad effectiveness--hand-raisers, leads, and
increase in sales--are rarely connected from the ad to the
individual consumer and back to the advertiser, and none are done
on a large scale.
[0014] Tremendous amounts of capital and intellectual resources are
expended in delivering and measuring advertising to mobile devices
today by companies worldwide of all sizes seeking to capture the
next great entrepreneurial event. Each is competing in an
environment that was not designed to deliver or measure advertising
messages.
[0015] The current wireless infrastructure has three principle
participants (wireless carriers, device manufacturers, and software
operating system developers). Each tends to innovate in a different
direction, and neither participant has a vested interest in making
advertising on mobile devices work effectively. Thus, the current
state of the wireless infrastructure is synonymous to creating a
square peg and trying to fit it into a round hole created by
advertisers' need to deliver and measure mass advertising to
targeted audiences.
[0016] In the conventional wireless infrastructure, the challenges
that limit advertising's potential are caused by the fact that
there are numerous handsets manufactured with non-standard
operating systems (OS) that are each connected on different
wireless carriers' networks. Collectively, these three different
components fracture and constrain the scalability of a mass
advertising delivery system. There are too many different devices
with too many different OSs to deploy an effective ad delivery
system that reaches large audiences. Therefore, to thrive in this
fractured environment, advertisers have identified and latched onto
low common denominator ad delivery methods (for example, text
messages, tiny banner ads, and mobile search results) to reach
their targeted audiences. Unfortunately, these ad delivery methods
tended to create separate stovepiped customer acquisition
requirements that further inhibit scalability and as a result
create even more fragmentation.
[0017] Additional challenges to reaching mobile advertising's
long-term potential are the lack of standards and verifiable
methods for reliably measuring whether an advertising message was
displayed to the intended audience on the mobile device and for
ascertaining the mobile device user's responses to and engagement
with the displayed advertisement.
[0018] There are many methods currently deployed for displaying and
measuring advertising to mobile devices. For instance, it is known
to display an advertising message on a lock screen display of a
mobile device. What is missing is a unifying element that can
bridge devices, OS's, and wireless carriers and that enables a
single scalable solution. As a result, compared to TV, radio,
print, and online, mobile advertising continues to be constrained
as a distribution channel in the global world of direct
advertising.
SUMMARY
[0019] Generally speaking, according to various embodiments, the
disclosed edge technology addresses the above-noted annoyance
factor of impression ads by creating a unique time, place and
discretionary control of the mobile impression ad. Components of
this edge technology can enable one or more of: rendering of an ad
when the device is in a locked state (time)--never while the device
is unlocked and in active use; rendering of an ad only on the lock
screen display (place); and full user control of the ad duration
(discretion) to never force the user to watch any minimum rendering
length. The disclosed edge technology enables the presentation of
impression ads in a different manner than presently done by any
prior art. As described hereinafter, non-intrusive ad delivery is
described.
[0020] To explain further, by one aspect, an ad is never rendered
to a user while the user is actively using the mobile device. In
this case, ads are only rendered on the lock screen display during
the period between wake up of the mobile device and unlocking of
the device. In another aspect, ads are rendered only when the user
initiates use of the device and not when the user responds to the
device (in other words ads are not rendered upon notification of an
incoming call, text, or message alert). Many devices display a
picture from the user's address book or a wallpaper image during an
incoming call, and this practice could continue. Although no ads
are rendered while actively using the mobile device, whether on a
call, using the Internet, texting someone, or any other user
activity, the mobile device user can still opt-in to any prior art,
ad supported campaign or program that is not in accordance with
these disclosures.
[0021] Consequently, in various aspects, the disclosed edge
technology enables the creation of a consistent, predictable, and
user controllable line between advertising content and annoyance
upon which both users and advertisers can rely.
[0022] The MMA's best practices are satisfied by uniquely
addressing the ad annoyance factor. In keeping with this element,
the subject matter of this disclosure can fully leverage virtually
every technology present on mobile devices--today and in the
future--to create a new class of eye-catching and engaging
impression ads. This is achieved by manufacturing, integrating,
bundling, configuring, modifying, installing, or otherwise
designing the edge technology directly onto selected mobile devices
and creating a distinct time, place and user discretionary control
of the impression ad.
[0023] So configured, the disclosed subject matter creates a new
technology driven impression ad that does not exist today. One
implementation includes a Content Message Layer (CML) manufactured,
integrated, bundled, configured, modified, installed, or otherwise
designed into the operating system of the mobile device (such as a
fat client). This approach is considered to be edge technology
because it sits at the farthest edge of the wireless carrier's
network, inside the mobile device, and in the end-user's hand. The
CML effects one or more of the following attributes: [0024] a)
Enables the non-intrusive ad rendering; [0025] b) Enables the
impression ad to instantly start without server or communication
related delays; [0026] c) Enables full use of hardware, software,
and operating system elements native to the mobile device to create
uniquely mobile impression ads; [0027] d) Contains a physics engine
to create additional uniquely mobile impression ads; [0028] e)
Enables the user to select how he/she wants to respond and/or to
share an ad; [0029] f) Accurately captures and measures ad
delivery, rendering and user's direct and indirect ad responses;
[0030] g) Leverages time and location based ad delivery and
rendering; [0031] h) Addressable and linked to a content server to
establish anonymity and two-way communication; [0032] i)
Facilitates transparency functionality and substantial privacy and
security safeguards; [0033] j) Contains a set of application
programming interfaces (APIs) for third-party innovation and
independent audience measurement; and [0034] k) Facilitates a new
robust alert messaging system for foreign or domestic national,
state, county, and local government entities (and their foreign
equivalents), and wireless carriers.
[0035] The edge technology by one approach facilitates a new
framework for creating lock screen display impression ads by
unleashing the innovative forces of third-party software developers
to create new, exciting, and eye-catching ads. Using a software
developer's kit (SDK), developers and advertisers are only limited
by their imaginations to create new impression ads uniquely for
rendering on a mobile device. The SDK is an ad creation toolkit
that enables the developer to leverage the edge technology on the
mobile device. A broader array of design elements for impression ad
creation is possible because access can be provided to a physics
engine and to all the native capabilities of the device (for
example, microphone, accelerometer, gyroscope, compass, vibrator,
GPS, LED flash, proximity sensor, Near Field Communication (NFC),
and the like). These native device capabilities are used in both
impression ad rendering (the first thing you see or experience), as
well as the user interaction (how the user engages and
plays/interacts with the ad).
[0036] The following three examples illustrate the distinctiveness
of the new impression ads using the noted edge technology--both how
they are rendered and how the user interacts with them.
Example Ad 1
[0037] The instant the wake button is depressed on a mobile
device--Animated mercury balls quickly roll and collide with each
other onto the screen from all directions; simultaneously, the
device correspondingly vibrates and makes a rumbling sound; with
each collision a sucking sound is heard as the balls congeal
together; eventually (for instance, three seconds later) the
congealed mercury forms an accurate representation of a particular
brand of pick-up truck, and then to a quiet background a gruff
voice says "this is one tough truck." The user could then: [0038]
1) shake the device in response to which the mercury balls will
scatter off the screen, then the sequence would start all over
again; [0039] 2) further delay the unlocking process, and after
five seconds the screen would go black and the sequence would start
over again, but with every iteration the action would slow down by
25%, and after the fifth iteration it would freeze with the pick-up
truck staying on the screen; [0040] 3) long-touch the screen if the
user was interested in learning more about the pick-up truck (with
such a long-touch, the screen would react as if a finger was
inserted into water and ripples would start from the user's touch
point and ripple out to the screen's edges, and when the user lifts
the finger from the long-touch, the water and pick-up truck would
explode off the screen accompanied by a corresponding sound and
vibration, and then the screen would go black); or [0041] 4) at
anytime--beginning, middle or end--of the ad rendering process, the
user without delay, can unlock the mobile device.
Example Ad 2
[0042] The instant the wake button is depressed--A liter diet cola
bottle, full, sits in the middle of the screen with its top on;
after one second a popping sound is heard, the bottle top flies off
the bottle and the screen, and the foam from the soda first begins
to shoot up out of the bottle and then it falls back down onto the
ground, all while the bottle rotates clockwise; concurrently, the
mobile device's vibrator mimics a rumbling feeling while the
speakers emit a fizzing, spraying sound; and while the spraying
continues, uninterrupted, a text message scrolls on the bottom of
the screen saying `Touch Now for 10% Off`. The execution of this ad
is predicated on the user being within a geo-fence designation of a
participating grocery store; if the user is not, a different ad
would render. Thereafter: [0043] 1) the user could shake the mobile
device up and down, and the fluid inside the bottle would
correspondingly jostle up and down; this would also cause the
spraying from the bottle to accelerate higher and higher; and
concurrent to it all, the rumbling feeling and fizzing sound would
equally correspond to the shaking of the bottle; [0044] 2) the user
could touch the bottle to stop its clockwise rotation; or flick
gesture, left or right, to make the bottle spin faster in a
clockwise or counter clockwise rotation; [0045] 3) the user could
lean the mobile device to the left or right; this would alter the
direction of the spraying animation, and the spraying liquid would
first tilt in the direction of the leaning and then to the ground
in accordance with the laws of physics; [0046] 4) if the user was
interested in learning more about the diet cola offer, the user
could long-touch the screen; the spraying animation would all
reverse back into the bottle, the bottle cap would re-fasten to the
bottle top, and then large lettered font would appear in the center
of the screen saying `Thank You`; or [0047] 5) at
anytime--beginning, middle or end of the ad rendering process, the
user, without delay, can unlock the mobile device.
Example Ad 3
[0048] The instant the wake button is depressed--A woman appears on
the screen, dressed in a fashionable business suit from a local
department store. The woman stands with one hand on her hip and the
other extended outwardly with her palm up. The department store's
logo is in the bottom left corner and after the first two seconds
the image of the woman slowly rotates clockwise, while at the same
time, little square pieces of paper fall from the top of the screen
with different lettering written on them--some say 5% off, some 10%
off, and others say 15% off. The little squares fall over the woman
and eventually to the ground, but one lands on the woman's
outwardly extended hand--it reads 10% off. All of this takes five
seconds. As with the prior two examples, user interaction can occur
by: [0049] 1) blowing air into the mobile device's microphone and
causing all of the pieces of paper on the ground and in the woman's
hand to blow upwardly to the top of the screen. If the user
continues to blow, all the papers will also continue to blow
upwardly and swirl at the top of the screen. When the user stops
blowing, the paper will re-float back down again, and based on
randomness, the same or a different discount percent amount could
land in the woman's hand. This could be repeated until the 15% off
paper lands in the woman's hand; [0050] 2) the user long-touching
the 15% off square paper in the woman's hand if the user is
interested in learning more about the department store's discount
offer. The department store's logo on the bottom left of the screen
would move and take over the entire screen, and then the whole
screen would fade to white; or [0051] 3) at anytime--beginning,
middle or end--of the ad rendering and user interaction process,
the user without delay, can unlock the mobile device.
[0052] The three examples demonstrate the innovation and ad
engagement possibilities from the disclosed edge technology.
Generally speaking, impression ads with instant start, use of
native device capabilities to interact with the ad, rendered
objects responding to the laws of physics, and dynamic interaction
with the ad were not previously possible with conventional display
impression ads on the lock screen display. The disclosed subject
matter enables these possibilities because of the time and place
where the impression ads are rendered. By anyone's standards,
mercury balls rolling on the screen to advertise a pickup truck
while reading your email, playing a game, or browsing the internet
would definitely be annoying. But such an ad that you know will
render on the lock screen display, and, if you so desire, can
interact with and control the amount of time that the ad is
rendered, makes such advertising manageable.
[0053] Moreover, the disclosed subject matter can create new
actionable insights for the advertiser that better inform its
decision on how to maintain or strengthen its market position that
does not exist today. For instance, the disclosed edge technology
effects an ad effectiveness measurement. Once the user acknowledges
the rendered ad to learn more about the product, service, or offer,
an additional feature of the edge technology broadens and
standardizes the user's responses to a given ad, essentially
providing the user with consistent and predictable ad response
choices. In contrast, today's ad responses are pre-selected by the
advertiser, a single call-to-action, and the majority of
advertisers choose for the user to launch a web browser. While the
web browser provides the advertiser a wide selection of potential
ad responses for the user; due to technology limitations, business
rules, and/or enabling user simplicity, the advertiser usually
provides only a single ad response. In addition to launching a web
browser, other conventional pre-selected ad responses include:
click to call, email, text, or to launch a mobile application.
Furthermore, from a user's perspective, every advertiser's website
is slightly different. There is no consistency of what and where
the product or service information is presented, and there is no
standard way across the different advertiser's other digital assets
to know how to navigate to learn more about the product or service
to help the user get to a buying decision.
[0054] In one such approach, the advertiser is provided with a
standard framework for organizing and presenting their website
information and other digital assets about their product or
service. This framework also provides the user with multiple and
consistent ad response choices to learn more about a product,
service, or offer. Furthermore, this framework provides the user
with predictable navigation paths, across all advertisers and all
product and service categories, for the user to know how to find
out more about the advertisements on his or her mobile device. This
framework is referred to as Learn More Attributes, which
encompasses actionable insight in one or more of the four phases of
the following sales purchase funnel, plus a social component.
[0055] Awareness: [0056] Print Media [0057] Video Media [0058]
Audio Media [0059] Website
[0060] Interest: [0061] Map/Location [0062] Product Reviews [0063]
Price Comparison [0064] Survey/Polling [0065] Call [0066]
eMail/Text [0067] Product Search
[0068] Desire: [0069] Shopping List [0070] Wish/Gift List [0071]
Shopping Cart for Purchase
[0072] Action: [0073] Mobile Ahead Reservation/Purchase [0074]
Redeem Coupon [0075] Buy-In Store/Online [0076] Purchase
History
[0077] Other: [0078] Social
[0079] From reading press releases and product reviews to adding an
item to a shopping cart or sharing an ad with a friend, the Learn
More Attributes framework provides consistent choice, immediacy,
and transparency to the user's experience. By empowering users to
easily navigate and engage in multiple ways with the advertiser--in
the time and manner of their choice--it fits within a common-sense
belief that when people get more personally involved in the
marketing behind the advertisement, they are likely to develop a
more favorable impression of an advertiser's brand. Thus, learning
something important about the advertised product or service often
facilitates the user getting to a buying decision.
[0080] In another aspect, based on which Learn More Attribute the
consumer engages, the framework is also able to quantify each
attribute and assign it a numeric value. For example, if the user's
engagement is in the higher end of the purchase funnel (such as
awareness and interest), a lower value is given; whereas, if the
user's engagement is in the lower end (such as desire and action),
a higher value is given. Accordingly, based on each Learn More
Attribute the consumer engages for any ad, the disclosed technology
is able to determine an ad effectiveness measurement based on a
numeric value.
[0081] So configured, the disclosed ad delivery channel is a
disruptive change to the evolving world of advertising that offers
an authentic one-to-one relationship between the advertiser and the
individual consumer--on a mass scale. In contrast to the prevailing
one-to-many model, the disclosed subject matter provides a scalable
one-to-one model where advertisers use a rifle, and not a shotgun,
to reach their targeted audiences.
[0082] By connecting the disclosed innovative impression ad
directly to the consumer and advertiser, this enables closed-loop
ad campaigns that can be repetitious, episodic, progressive, or
build to a crescendo or an event. All are highly effective
communication tactics for product or services branding initiatives
at every phase of the sales purchase funnel.
[0083] The consumers are the most important element in the
advertising delivery channel. Their acceptance and active
participation is the life blood of the delivery channel. To
partially gain and nurture their willingness to participate in the
advertising delivery channel, strong privacy and security
safeguards have been developed to provide them with transparency
and control of their data and an assurance of anonymity.
[0084] An understanding of how advertisers have the ability to have
closed-loop, progressive conversations with individual consumers
begins with understanding how the consumer engages the Learn More
Attributes, and how that engagement is tied directly to a known
profile (such as the anonymous user's).
[0085] By one example, the consumer completes a two-part profile
(for instance, a consumer oriented profile as well as a trade or
professional oriented profile). The former profile is geared
towards business to consumer (B2C) advertising, and the latter
profile is geared towards business to business (B2B). Next, an
overlay of the consumer's explicit response/no response to every ad
received as well as other related implicit advertising activity is
provided.
[0086] In one aspect, at any time and frequency, the consumer can
see what information/data is tracked about him or her, and the
consumer can subsequently delete, modify, or elevate any tracked
item. Thus, users are provided transparency and user control of
their data.
[0087] Using the consumer's self-identified profile, combined with
the explicit and implicit tracking data, consumer segmentation
information will serve as a rollup of liked-profiled individuals
(i.e., real people), one-by-one, into a database. Unlike the
prevailing practice of using focus groups or sample surveys to
define publishers and distribution channels, consumer segmentations
in accordance with this approach involve real people. The ability
to access profiles of real people for targeted advertisement, at
scale, instead of sample profiles and focus group data, will have
an enormous impact on, and will lead to profound change to, all
advertising, and not just mobile.
[0088] Display advertising via TV, radio, print, online, or mobile
does not have scalable models for having a closed-loop progressive
conversation between an advertiser and the consumer. The sector
that best performs such a closed-loop progressive conversation is
direct selling. The very nature of direct sells affords the
opportunity to prospect, discuss features and benefits to overcome
the prospect's objections, and come to a sale/closure. Direct
selling is regarded as the most effective selling tool, but it is
also the most expensive.
[0089] By sending an ad directly to the consumer and then sending
the consumer's response/no response directly back to the
advertiser, in a closed-loop conversation, the disclosed subject
matter will be able to achieve many of the attributes of direct
selling, but at a much lower cost.
[0090] In one example, when an advertiser selects from the database
of self-identified consumers, the advertiser initiates the
closed-looped conversation. The next steps include: the advertiser
creates a new impression ad with the SDK; the advertiser populates
the Learn More Attributes ad responses; the advertiser selects a
time and/or geographical location for ad delivery; and the
advertiser completes the impression ad acquisition process. Then,
based on a match between the user's profile information and the
advertiser's target audience, the intended ad message is delivered
to addressable individuals.
[0091] The power of the noted closed-loop progressive conversation
can be seen in the following example of an outdoor camping
advertiser executing an ad campaign for an end-of-summer clearance
sale.
[0092] To start, assume there are one million users nationwide with
mobile devices operating in accordance with various aspects of the
disclosed subject matter. The outdoor camping advertiser first
selects, for example, the geographical area of metropolitan
Washington D.C., and the Message Manager reveals there are 10,000
users in the area. Next, the advertiser selects "enjoys outdoor
activities" consumer segmentation, and the Message Manager reveals
1,000 self-identified outdoor users. For privacy concerns, the
user's name, mobile number, address, or any other identifiable
attributes are never disclosed to the advertiser unless authorized
by the user; however, the advertiser does know definitively that
there are 1,000 real people in the Washington area who like outdoor
activities (which comprises the advertiser's target audience for
the end-of-summer clearance sale).
[0093] For sake of simplicity, it is assumed that all 1,000 users
received the end-of-summer advertisement. Out of those 1,000, only
100 users engaged in selected Learn More Attributes and converted
the ad to a digital coupon, and then, ultimately bought a tent.
Through a process on the device, this example is able to track
those purchases. A second group of 200 users received the ad and
engaged in selected Learn More Attributes, but did not buy
anything. And finally, the third group of 700 users unlocked the
device without any delay, and was merely exposed to the ad.
[0094] With three weeks left to the end of the sale, the advertiser
decides to send out a second ad. With the ability to have a
progressive conversation, the advertiser does not send the same ad
to the same 1,000 users. Instead, the advertiser crafts three
separate follow up ads, each relevant and cognizant of the user's
place in the purchase funnel. To the first group that purchased a
tent, a follow-up ad is sent thanking them and incenting them to
buy tent accessories. To the second group that engaged the ad but
did not buy anything, a follow-up ad is sent that includes more
information about features and benefits. And to the last group that
ignored the ad, a follow-up ad is sent that is a little more
innovative and eye-catching in hopes of getting their
attention.
[0095] This progressive conversation, mindful of the user's
previous response, could continue, with several iterations, until
the conclusion of the tent sale.
[0096] The disclosed closed-looped conversation, similar to direct
selling, provides advertisers with actionable insights to inform
them about what to say and/or do next in their ad campaign in reply
to the user's previous response/no response.
[0097] Another compelling aspect of the closed-looped progressive
conversation is the unparalleled measurement information captured.
The database collects data into three primary buckets
(advertisement, advertiser, and consumer). Each ad and response
contains unique identifiers that correspond to this database
structure. All explicit data collected from the consumer's
engagement with the ad and implicit data collected from other
advertiser related interaction are similarly identified. This data
is compiled and organized to create numerous views for analysis;
and three such views are the Ad Centric View, Advertiser Centric
View, and Consumer Centric View.
[0098] In the Ad Centric View, essentially every ad sent to every
consumer by every advertiser creates the first view. Using the ad
effectiveness measurement ascertained from the Learn More
Attributes, the effectiveness of every ad can be ranked in the
database. This data can then be parsed by: industry; sector;
geography; product group; individual product; advertiser; online;
brick and mortar; consumer segment; and more. Thus, this view
creates a quantitative way to rank overall ad effectiveness across
all advertisements in the database.
[0099] In the Advertiser Centric View, essentially every ad sent to
every consumer by each advertiser creates the second view. Using
the same ad effectiveness, every ad sent by each advertiser to
every consumer segment can be ranked Likewise, the disclosed
approach then can parse the data by: industry; sector; geography;
product group; individual product; online; brick and mortar;
consumer segment; and more. This view makes it easier for the
advertiser to determine which ad campaigns were effective and which
were not. Additionally, a meaningful overall brand ranking of all
the advertisers is readily available.
[0100] In the Consumer Centric View, essentially every ad sent by
every advertiser to each consumer segment creates the third view.
Using the same ad effectiveness, every ad sent by every advertiser
to each consumer segment can be similarly ranked. Likewise, the
disclosed subject matter is then able to parse the data by:
industry; sector; geography; product group; individual product;
online; brick and mortar; and more. This view makes it easier to
determine the ads to which the consumers best respond, what
products and services they are most interested in, and which
advertisers they may view favorably.
[0101] In various approaches, the disclosed subject matter creates
new actionable insights for the advertiser that better inform
decisions on how to maintain or strengthen their market position
that does not exist today. These three views possible with various
implementations of the disclosed technology provide credible ways
to evaluate the return on the advertiser's dollar spent. Using this
intelligence illuminates the consumers' unique interests and needs
and allows the advertisers to ascertain actionable insight to
discover what matters and what is relevant to the consumers. Such
options were generally not possible using impressions served,
click-thru rates, page views, duration, and conversion--all today's
standard for ascertaining effectiveness of mobile device impression
ads. So configured, the disclosed technology provides advertisers
unprecedented tools for both finding prospects to fill their
purchase funnel and for moving them down the funnel to become
long-term loyal customers. Ultimately, when compared to other ad
delivery channels, the disclosed technology gives advertisers more
marketing control over how to spend their advertising dollars.
BRIEF DESCRIPTION OF THE DRAWINGS
[0102] FIG. 1 is a block diagram of five elements of an example
Message Delivery Ecosystem;
[0103] FIG. 2 is a block diagram illustrating the major
sub-components of an example Content Delivery System and the
connection of those sub-components to the remainder of the Message
Delivery Ecosystem of FIG. 1;
[0104] FIG. 3 is a block diagram illustrating an example protocol
for the Communication Service Provider and an example
interconnection of the Communication Service Provider to other
elements in the Message Delivery Ecosystem of FIG. 1; and
[0105] FIGS. 4A and 4B comprise a block diagram illustrating
details of an example Content Message Layer in the Mobile Device
element and the interconnection of the Content Message Layer to
other elements in the Message Delivery Ecosystem of FIG. 1.
[0106] Those skilled in the art will recognize and understand that
the illustrated systems may be comprised of a plurality of
physically distinct elements as is suggested by the illustrations.
It is also possible, however, to view these illustrations as
comprising a logical view, in which case one or more of these
elements can be enabled and realized via a shared platform. It will
also be understood that such a shared platform may comprise a
wholly or at least partially programmable platform as are known in
the art.
GLOSSARY OF TERMS AND DEFINITIONS
[0107] For the purpose of clarity, the terms set forth hereinafter
are specifically defined for use herein:
[0108] The term "Message Delivery Ecosystem" or "MDE" refers to the
methods and apparatus(es) that deliver addressable advertisement
and alert messages to a mobile device using a communication
protocol produced by a message creator. The mobile device receives
the addressed advertisement and alert messages in background,
stores them, and then, based on defined triggering events,
instantly renders the message content deploying/using device
capabilities native to the mobile device. Modern mobile devices
contain a locking mechanism to prevent accidental use. These
advertisement and alert messages are rendered while the mobile
device is in the locked state and are not rendered after the mobile
device is unlocked. While in the locked state, the mobile device
enables the addressed mobile device user to interact with the
message using the device capabilities native to the mobile device.
Using a communication protocol, the mobile device sends delivery,
rendering confirmation, and other measurable information back to
the initiator of the message for analysis to ascertain message
effectiveness and determination of potential next action.
[0109] The term "mobile device" refers to any device deploying any
operating system that has been manufactured, installed, modified,
bundled, integrated, configured, or otherwise designed with the
Content Message Layer and communicating on any voice and/or data
network.
[0110] The term "mobile device user" or "anonymous mobile device
user" or "user" refers to the registered owner of the mobile
device, and can also be referred to as the consumer or targeted
consumer segment.
[0111] The term "mobile device capabilities" refers to the mobile
device's hardware, firmware, software, and operating system native
components for rendering and interaction purposes.
[0112] The term "advertiser" or "government" or "third party
providers," collectively referred to as "advertiser(s)," refers to
the initiator and evaluator of the addressable advertisement and
alert messages; these include, but are not limited to: merchants,
brands, entrepreneurs, groups, individuals, schools, newspaper
publishers, magazines, ad networks, ad servers, ad agencies, coupon
clearing houses, non-profit organizations, other third party
entities; and foreign or domestic national, state, county, and
local government entities (and their foreign equivalents); and
wireless carriers, and the like. It is possible that the initiator
and evaluator can be different entities.
[0113] The term "lock screen display" refers to the screen display
seen upon waking up a mobile device from sleep mode by engaging a
logical or physical input key. The lock screen display is only seen
during the period between wake-up of the mobile device and
unlocking of the mobile device.
[0114] The term "render" refers to compose, draw, express, build,
present visually or non-visually, animate, or otherwise portray
artistically.
[0115] The term "Content Delivery System" refers to the system
components where advertisement or alert messages are created,
stored, and formatted prior to transmission to the communication
service provider for delivery to an addressable mobile device user
and where the response to the message sent is measured and
analyzed.
[0116] The terms "advertisement", "ad", "message", "ad message",
"alert message", "message template", or "message content" each
refer to a pre-packaged, three-part message (Parts A, B, and C)
created, customized, modified, or enhanced by software developers
via the software development kit and by advertisers via a web
portal to create advertisement or alert messages that are rendered
using the mobile device's capabilities.
[0117] The term "Part A" is a package of software code and
associated files as created by a software developer via the
software development kit, which package provides the Content
Message Layer instructions on how to render an advertisement or
alert message utilizing the mobile device's capabilities.
[0118] The term "Part B" is a package of software code, metadata,
and associated files, as created, modified, or enhanced by a
software developer via the software development kit, and as
customized by the advertiser via a web portal, which package
provides the Content Message Layer instructions on what to render
as an advertisement or alert message utilizing the mobile device's
capabilities.
[0119] The term "Part C" refers to digital elements pre-stored in
the Content Message Layer that are tools, objects, rich media,
data, audio files, and/or other digitized elements to be used to
render an advertisement or alert message utilizing the mobile
device's capabilities.
[0120] The term "Learn More" or "Learn More Attributes" refers to
attributes defined by the advertiser that provide a means for the
mobile device user to interact and engage with the advertiser
and/or other mobile device users, to become informed about the
advertisements or alert messages, and to actually purchase their
product or service.
[0121] The term "Explicit Manager" refers to computer executable
language manufactured, installed, modified, integrated, bundled,
configured, or otherwise designed into the operating system that
enables the rendering of the advertisement or alert message and the
mobile device user's interaction with the rendering message. The
"Explicit Manager" is a module of the Content Message Layer that
captures and stores the mobile device user's engagement with
advertisements or alert messages, including the Learn More
attributes.
[0122] The term "Implicit Manager" refers to a module of the
Content Message Layer that is a computer executable language
manufactured, installed, modified, integrated, bundled, configured,
or otherwise designed into the operating system that captures and
stores any device collectable data indirectly linked to
advertisers.
[0123] The term "Mobile Message Protocol" ("MMP") refers to a
formatted data package to transport messages to and from mobile
devices using existing communication service provider's network and
protocols.
[0124] The term "Companion Page" or "Offer Page" refers to an
attribute of the learn more attributes, a sub-set of the message
template; where the advertiser presents the essence of the ad
message, and its definition is crafted by the advertiser.
[0125] The term "Digital Resource Center" or "DRC" refers to a
component of the Content Message Layer that stores tools, objects,
rich media, data, audio files, elements of Part C, and/or other
digitized elements to be used by other elements of the Content
Message Layer.
[0126] The term "User Profile Cookie" refers to a specialized
internet cookie manifested and controlled by the mobile device user
and with permission is dispensed to affiliated internet web
sites.
[0127] The term "first triggering event" refers to an event that
causes the mobile device to wake from the sleep mode.
[0128] The term "second triggering event" refers to an event that
is a representation of the mobile device user going to the next
step in the advertiser's message and/or rendering process.
[0129] The term "Inbound Message" refers to messages that are
transmitted to the mobile device.
[0130] The term "Outbound Message" refers to messages that are
transmitted from the mobile device to affiliated content
servers.
DETAILED DESCRIPTION
[0131] Referring now to the figures, an example system including
the components of the Message Delivery Ecosystem (MDE) 1000: the
Content Delivery System (CDS) 1200; the Mobile Message Protocol
(MMP) (a protocol for communication service provider (PCSP)) 1300;
and the Content Message Layer (CML) 1500 on the mobile device 1400
will be described.
[0132] Message Delivery Ecosystem--FIG. 1 illustrates the
functionality and methods of the example MDE 1000 and each of its
three components. The MDE 1000 effects the ability to create,
transport, store, render, capture, and measure addressable messages
from one group 1100 (the advertisers) to another group 1401 (the
mobile device users), on a mass scale. The CDS 1200 are system
components where ad messages or alert messages are created, stored,
and formatted prior to transmission through the communication
service provider for delivery to an addressable mobile device user
1401 via one or more mobile devices 1400; and where the sent
message responses are measured and analyzed by the initiator 1100
(advertiser). The PCSP 1300 is a formatted data package to
transport messages to and from mobile devices 1400 using existing
communication service provider's network and protocols. The CML
1500 is an apparatus manufactured, integrated, bundled, configured,
modified, installed, or otherwise designed into the operating
system of the mobile device 1400. Once manufactured, integrated,
bundled, configured, modified, installed, or otherwise designed,
the mobile device 1400 can receive, store, render, capture and
retransmit trackable responses to ad messages or alert messages
back to the CDS 1200 using the PCSP 1300.
[0133] Content Delivery System--Referring to FIG. 2, this figure
illustrates an example embodiment of the CDS 1200. The CDS 1200
consists of web portals, file servers, relational databases,
software developers 1220, advertisers 1100, PCSP 1300, mobile
devices 1400, and mobile device users 1401. The web portals are:
Consumer Profile 1261, Advertiser Profile 1241, Mobile Device
Registry 1262, Message Manager 1240 (and related functionality),
and Software Development Kit (SDK) 1221. The file servers include:
Content System Interface 1210, MMP Message Handler 1280,
Communication Gateway 1290, API Interface 1270, and Message
Confirmation Server 1250. The CDS 1200 also consists of several
large databases: Message Inventory 1230, Behavior Tracking 1263,
and Consumer Analytics 1260.
[0134] Collectively, FIG. 2 illustrates the CDS 1200 as one complex
system with many logical and physical attributes. The content
system interface 1210 merely represents the interaction within the
CDS 1200 and provides a simplified view of how all logical and
physical connections and interaction among and between the
sub-elements of the CDS 1200 communicate.
[0135] The CDS 1200 has many embodiments and some are detailed
herein; there are five preferred embodiments: the first is the
software developer's 1220 view; the second is the advertiser's 1100
view (all advertisers 1101, government 1102, but excluding
third-party providers 1103); the third is the government's 1102
view (additional functionality for government and wireless carriers
only); the fourth is the view from using APIs 1270 (third-party
providers 1103); and the fifth is the mobile device user's 1401
view. These views are presented to illustrate the different
perspectives of the CDS 1200 and how the various sub-elements are
deployed and how they subsequently interface with the PCSP 1300 and
the CML 1500.
[0136] Content Delivery System 1200 (Software Developer's 1220
View)--Sub-elements of FIG. 2 illustrates the viewpoint from
software developer 1220. Software Developer Kit (SDK) 1221 is a web
based tool to create ad messages and alert system messages in the
form of message templates to be stored in the message inventory
1230. Another embodiment of the SDK 1221 is a downloaded tool that
can be used directly on a software developer's 1220 computer and
then the finished message template can be uploaded into the message
inventory 1230. The SDK 1221 provides a method to create messages
that take advantage of the mobile device's 1400 capabilities for
rendering and interaction purposes. Once the message template has
been created, the SDK 1221 will automatically parse and format
elements of the message template into three packages: Part A 1230A,
Part B 1230B and Part C. Part A 1230A is a package of software code
and associated files which provide the CML 1500 instructions on how
to render and enable the mobile device user 1401 to interact with
an ad message or alert message utilizing the mobile device's 1400
capabilities. Part B 1230B is a package of software code, metadata,
and associated files which provide the CML 1500 instructions on
what to render as an ad message or alert message utilizing the
mobile device's 1400 capabilities. Part C are digital elements
pre-stored in the CML 1500 that are tools, objects, rich media,
data, audio files, physics engine elements, and other digitized
elements for rendering purposes. Part A 1230A is larger in size
than Part B 1230B and is transmitted separately from Part B 1230B,
usually during non-peak, lower network volume periods for the
communication service provider 1310. Part B 1230B is a smaller data
packet and can be transmitted closer to the advertiser's 1100
selected time for execution. The CML 1500 receives both parts and
stores them separately for subsequent rendering.
[0137] In this illustration of the SDK, the SDK 1221 compares
rendering components in Part A's 1230A message template against the
mobile devices 1400 registered in the mobile device registry 1262.
The mobile device registry 1262 contains mobile device's 1400
capabilities native to each registered mobile device 1400. This
comparison will provide the software developer 1220 information
about the compatible mobile devices 1400 that are fully able to
render their messages. This comparison ultimately determines the
reach of their message template; thus quantifying what percentage
of the mobile devices 1400 that can render their message. Based on
this comparison, the software developer 1220 could then modify
their message template to increase the percentage of compatible
mobile devices 1400.
[0138] Content Delivery System 1200 (Advertiser's 1100
View)--Sub-elements of FIG. 2 illustrate the viewpoint from the
advertiser 1100--all advertisers 1101, government 1102, but
excluding third-party providers 1103 (see View Used by APIs). The
message templates used by the advertiser 1100, called ad messages,
are illustrated in this embodiment. In this embodiment, the
advertiser profile 1241 contains account billing information about
the advertiser 1100, general company information, detailed product
and service information, and metadata used to populate select learn
more attributes 1243 for ad messages.
[0139] The message manager 1240 provides the advertiser 1100 access
and control of their ad message inventory 1230; to which consumer
segment 1264 the message is addressed and sent; delivery elements
of time and location 1242 of when and where the message is
rendered; definition of each learn more attributes 1243 responses
the advertiser 1100 wants the mobile device user 1401 to know,
experience, or learn (exposure); and quantifiable measurement
factors as to whether the ad message was actually delivered
(message confirmation 1250) to the addressed mobile device 1400 and
the overall message effectiveness 1265, as enumerated by which and
how many learn more attributes 1243 responses the mobile device
user 1401 actually engaged.
[0140] The advertiser 1100 can either create their own ad message
using internal or external software developers 1220, or they can
acquire ad message created by third-party software developers 1220
or acquire standard, pre-made ad messages. All ad messages are
stored in the message inventory 1230 and are managed and acquired
by the message acquisition 1231.
[0141] The advertiser 1100 uses the consumer segmentation 1264 to
view the consumer analytics 1260, to select and refine targeted
consumer group(s) to satisfy their business need, or to fulfill the
needs of an ad campaign. Even though none of the mobile device
user's 1401 personally identifiable information is accessible to
the advertiser 1100; the advertiser 1100 uses the consumer
analytics 1260 to ascertain desirable consumer segments for
targeting purposes. The consumer analytics 1260 is a compilation of
self-reported consumer profile 1261 information obtained directly
from the mobile device user 1401 and that is then married with
explicit and implicit behavior tracking 1263 information; derived
directly and indirectly from the mobile device user's 1401 exposure
and interaction with advertisers 1100 and the ad messages
addressed, sent and received by the CML 1500.
[0142] Once the desired targeted consumer group is selected, the
advertiser 1100 identifies the time and location 1242
considerations for sending the ad message to the mobile device
1400. The CML 1500 receives and stores the addressed ad message and
does not render it until time and/or location considerations are
satisfied. If the time and/or location considerations are not
satisfied, the CML 1500 sends this disposition to the message
confirmation 1250, and subsequently this disposition is presented
to the advertiser 1100 in the message effectiveness 1265. Likewise,
if the time and/or location considerations are satisfied, and the
ad message is rendered, the CML 1500 also sends this disposition to
the message confirmation 1250, and subsequently this affirmative
disposition is presented to the advertiser 1100 in the message
effectiveness 1265.
[0143] Still using the message manager 1240, the advertiser 1100
authorizes the acquired ad message to be sent, based on time and
location 1242 considerations, to the targeted consumer segmentation
1264, and then ultimately arriving at the addressed mobile device
1400 associated with the mobile device user 1401 within the
consumer segmentation group. The linking methodology to achieve
this starts by assigning the advertiser 1100 a unique
identification number (ID) in the advertiser profile 1241;
assigning the mobile device user 1401 an identification number in
the consumer profile 1261; assigning the mobile device 1400 a
unique identification number in the mobile device registry 1262;
and then assigning the ad message to be sent its unique
identification number in the message inventory 1230. Accordingly,
the mobile device registry 1262 also ties the registered mobile
device 1400 directly to an affiliated communication service
provider. Consequently, when the advertiser 1100 authorizes the ad
message to be sent, the message manager 1240 uses the appropriate
identifiers as a method to send specific ad messages to specific
mobile devices 1400; this is first processed through the MMP
message handler 1280 and then through the communication gateway
1290 for a specific communication service provider to transport to
the mobile device 1400, then ultimately on to the assigned mobile
device user 1401.
[0144] The MMP message handler 1280 formats, packages, and encrypts
the ad message, message ID, mobile device 1400 ID, mobile device
user 1401 ID, and the advertiser ID; according to the PCSP 1300.
The communication gateway 1290 is configured for each separate
communication service provider. The mobile device 1400 ID
designates which communication service provider is affiliated to
each mobile device 1400 and the communication gateway 1290 uses
this ID to process the ad message to the appropriate communication
service provider. This aforementioned method explains the process
that the message manager 1240 uses to determine which ad message is
sent through to a specific communication service provider, and to
be subsequently delivered to a specific mobile device 1400. The CML
1500 has an authentication methodology for accepting or rejecting
ad messages that do not match the mobile device 1400 ID and the
mobile device user 1401 ID against those same defaulted values in
the CML 1500.
[0145] All CDS 1200 outbound and inbound transmissions from the
content system interface 1210 are processed through both MMP
message handler 1280 and the communication gateway 1290.
[0146] One additional composition variable of the ad message is for
the advertiser 1100 to define the elements of the learn more
attributes 1243 that are associated with the ad message. These
learn more attributes 1243 provide a means for the mobile device
user 1401 to interact and engage with the advertiser 1100 and/or
other mobile device users 1401, to learn more about the ad message
sent, share, as well as, to actually purchase their product or
service. The first learn more attribute 1243 is the companion page
and this page or section of the lock screen display, is rendered
immediately after a second triggering event. The companion page is
also referred to as the offer page; where the advertiser 1100
presents the essence of the ad message; its definition is crafted
by the advertiser 1100 in the learn more attribute 1243. Additional
learn more attributes 1243 are also defined by the advertiser 1100
and are comprised of web links and other means to convey and share
information which are tailored to a specific ad message, provides
additional information to the mobile device user 1401 about the
subject of the ad message, the product, service or brand. Examples
of additional information are, but not limited to: a video, press
release, an audio file, a website, map or location, survey
questions, product reviews, price comparison, call the merchant,
email, text, search for related products, add to a shopping list,
add to a gift or wish list, mobile ahead purchases or restaurant
reservations, convert to a redeemable coupon, or share through a
social venue. Many of these learn more attributes 1243 could be the
same across the advertiser's 1100 products and services, as found
in the advertiser profile 1241, and are appended and managed using
the learn more attributes 1243 and then are subsequently linked to
an ad message using the message ID. Once defined and linked to a
message ID, the learn more attributes 1243 become a subset of the
Part B 1230B ad message, and the CML 1500 subsequently processes
each attribute using consistent methodologies.
[0147] The advertisers 1100 use the message effective 1265
functionality to assess and evaluate the successfulness of their
current advertisement; a key element provided is the message
confirmation 1250 that the ad message was delivered and rendered.
This information along with other information provided, aids the
advertiser 1100 in determining what could be their next action step
in running their ad campaigns.
[0148] Collectively, this embodiment of the CDS 1200 provides
methods for the advertisers 1100 to have a closed-loop conversation
with each anonymous addressed mobile device user 1401. This
embodiment is illustrated by linking the advertiser's 1100 unique
ID to the ad message ID and to the mobile device user 1401 ID, and
then creating closed-loop transactions to and from the CML 1500.
Consequently, as each ad message is sent, interacted with, or
shared by the addressed mobile device user 1401, all three unique
IDs are tracked at every step of the CDS 1200 process.
Subsequently, the consumer analytics 1260 collects data from the
CML 1500 into three buckets: ad messages, advertisers 1100, and
mobile device user 1401 (each anonymous mobile device user 1401 is
aggregated with like profiles and behavior to constitute
organically formed, unique consumer segments). Each ad message sent
(inbound to the CML 1500) and ad message response (outbound from
the CML 1500) contains these unique identifiers and ultimately
correspond to one embodiment of the consumer analytics 1260
structure.
[0149] All explicit 1263A and implicit 1263B behavior data
collected by the CML 1500 are similarly identified with these same
identifiers. The consumer analytics 1260 compiles and organizes
this data to create multiple views for analysis by the advertisers
1100. There are numerous embodiments of this data; the following
are just three:
[0150] Ad Message Centric View--Every ad message sent to every
mobile device user 1401 by every advertiser 1100 creates the first
view. Using the ad message effectiveness 1265 measurement
ascertained from mobile device users 1401 engaging in the various
learn more attributes, the consumer analytics 1260 is able to rank
the effectiveness of every ad message sent in the database. This
data is then parsed by: industry, sector, geography, product group,
individual product, advertiser 1100, online, brick and mortar,
consumer segmentation 1264, and more. This view creates a method to
rank overall ad message effectiveness across all ad messages in the
database.
[0151] Advertiser 1100 Centric View--Every ad message sent to every
mobile device user 1401 by each advertiser 1100 creates the second
view. Using the same ad message effectiveness 1265, the consumer
analytics 1260 is able to similarly rank every ad message sent by
each advertiser 1100 to every consumer segment 1264 Likewise, the
consumer analytics 1260 is then able to parse the data by:
industry, sector, geography, product group, individual product,
online, brick and mortar, consumer segment 1264, and more. This
view is a method for the advertiser 1100 to determine which ad
campaigns were effective and which were not. Additionally, a method
for overall brand ranking of all the advertisers 1100 is readily
available.
[0152] Consumer Centric View--Every ad message sent by every
advertiser 1100 to each consumer segment 1264 creates the third
view. Using the same ad message effectiveness 1265, the consumer
analytics 1260 is able to similarly rank every ad message sent by
every advertiser 1100 to each consumer segment 1264. Likewise, the
consumer analytics 1260 is then able to parse the data by:
industry, sector, geography, product group, individual product,
online, brick and mortar, and more. This view is a method for
determining which ad messages the mobile device user 1401 best
responds, what products and services they are most interested in,
and which advertisers 1100 they view in high or low regard.
[0153] These views provide multiple methods to assess and evaluate
the return of the advertiser's 1100 dollar spent. Advertisers 1100
using these multiple methods can illuminate the targeted consumer's
unique interests and needs, which then provide the advertiser 1100
actionable insight to further discover what matters and what is
relevant to the mobile device user 1401. Also, these methods
provide tools for the advertiser 1100 to find new prospects for
their products and services. Once the new prospects have been
identified, the advertiser 1100 can use the closed-loop
conversation method to help nurture the relationship from being new
prospects to become long-term loyal customers. Ultimately, the CDS
1200 gives the advertiser 1100 more data and methods for assessing
market opportunity while also giving them new methods for creating
long-term value, through delivering more relevant and responsive ad
messages.
[0154] The following paragraphs provide an illustration of a
closed-loop conversation between an advertiser 1100 and a targeted
consumer segment 1264; and how a method for using the consumer
analytics 1260 can assist the advertiser 1100 in moving new
prospects into becoming long-term loyal customers. This
illustration is of an outdoor camping advertiser 1100 executing an
ad campaign for an end-of-summer clearance sale.
[0155] To start, let's assume there are one million mobile device
users 1401 nation-wide with mobile devices 1400. The outdoor
camping advertiser 1100 first selects the geographical area of
metropolitan Washington D.C.; the message manager 1240 presents
there are 10,000 mobile device users 1401 in the area. Next the
advertiser 1100 selects `enjoys outdoor activities` consumer
segmentation 1264, the message manager 1240 presents 1,000 profiled
mobile device users 1401 that enjoy outdoor activities. For privacy
concerns, the mobile device user's 1401 name, mobile number,
address, or any other identifiable attributes are never disclosed
to the advertiser 1100; however, the advertiser 1100 does know
definitively--there are 1,000 real people in the Washington area
who enjoy outdoor activities--the advertiser's 1100 target audience
for their end-of-summer clearance sale.
[0156] For simplicity sake, let's assume that all 1,000 mobile
device users 1401 received the end-of-summer ad message. Out of
those 1,000, only 100 mobile device users 1401 engaged the ad
message and converted the ad message into a digital coupon (a
choice of the learn more attributes 1243) and then ultimately
bought a tent. Through a function of the learn more attributes
1243, the CML 1500 is able to track those purchases using the
digital coupon. A second group of mobile device users 1401, 200 of
them, received the ad message, engaged in a variety of learn more
attributes 1243--however, did not buy anything. And finally, the
third group, 700 users, were merely exposed to the ad message and
did not engage in any learn more attributes 1243.
[0157] With three weeks left to the end of the sale, the advertiser
1100 decides to send out a second ad message. Using the specific
knowledge of each group's responses from the consumer analytics
1260, the advertiser 1100 is able to have a distinctive progressive
conversation; thus the advertiser 1100 does not send the same ad
message to the same 1,000 mobile device users 1401. Instead, the
advertiser 1100 crafts three separate follow up second ad messages,
each relevant and responsive to the mobile device user's 1401
previous ad message response and interaction. To the first group,
who bought a tent, an ad message thanking them and incenting them
to buy tent accessories. To the second group, engaged but didn't
buy anything, an ad message that included more information about
features and benefits. And to the last group, the ones that did not
respond to the ad message, an ad that is a little more innovative
about getting their attention. This progressive conversation,
mindful of the mobile device user's 1401 previous response, could
continue, with several iterations, until the tent sale has
concluded.
[0158] This illustration of the CDS 1200 closed-loop conversation,
similar to direct selling, provides the advertiser 1100 with
actionable insights (methods) to inform the advertiser 1100 of what
to say and/or do next in their ad campaign. These methods assist
the advertiser 1100 to evolve their ad messages to help move the
mobile device user 1401 to become a long-term loyal customer and to
ultimately strengthen the market position.
[0159] Content Delivery System 1200 (Government's 1102
View)--Sub-elements of FIG. 2 illustrate the viewpoint from the
government 1102 (foreign or domestic national, state, county, and
local government entities (and their foreign equivalents), and
wireless carriers). This view has two embodiments: first as a
regular advertiser 1100 and second as a government 1102 entity.
Within the first, as a regular advertiser 1100, they deploy the
same systems, methods and apparatus as discussed in paragraphs
[0091] to [00111] above. The second embodiment addresses the
government's 1102 role as part of the Emergency Alert System and/or
other alert messaging requirements.
[0160] The Emergency Alert System (EAS) is a U.S. national public
warning system that requires broadcasters, cable television
systems, wireless cable systems, satellite digital audio radio
service (SDARS) providers, and direct broadcast satellite (DBS)
providers to provide the communications capability to the President
of the United States to address the American public during a
national emergency. The system also may be used by state and local
authorities to deliver important emergency information, such as
AMBER alerts and weather information targeted to specific areas.
This embodiment addresses the foreign or domestic national, state,
county, and local government entities (and their foreign
equivalents), and wireless carriers as a collective entity and it
illustrates how the CDS 1200 provides a new communication method
for delivering important alert information.
[0161] The same systems, methods and apparatus as discussed above
for all advertisers 1100, also are deployed in this embodiment,
plus four additional distinctions that are unique to the EAS:
first, alert message used only by the government 1102; second, the
ability to prioritize the alert message delivery to supersede all
other messages; third, the ability to render the alert message
without a first triggering event; and fourth, a specialized API
interface with the CML 1500 for establishing two-way
communication.
[0162] The message templates used only by the government 1102,
called alert messages, are illustrated in this embodiment. These
alert messages are standardized and preinstalled into the CML 1500
at manufacture or via firmware upgrade or at the device fulfillment
vendor premises or through other system updates. The preinstalled
alert messages are only Part A 1230A of the two part alert message;
Part B 1230B will be transported as dictated by government 1102
requirements. The CML 1500 contains segregated storage for these
alert messages; and new messages or existing messages can be added,
modified or deleted at any time by the government 1102 using the
message manager 1240 and SDK 1221. Additionally, the U.S.
Government 1102 has established a Common Alert Protocol (CAP) for
disseminating alert messages across multiple channels. The API
interface 1270 will process these messages automatically, without
human intervention.
[0163] The ability to prioritize the message delivery to supersede
all other messages is functionality available only to government
1102 entities, and is illustrated in this embodiment. Among the
government 1102 entities is a pre-determined hierarchy for which
entity has message priority over another, e.g., the President over
a local authority; and this hierarchy structure is stored in the
advertiser profile 1241 and then processed by the message manager
1240. The message manager 1240 or the API interface 1270 processes
the message priority status onto designated alert messages,
transmits through the PCSP 1300 to the CML 1500 within the mobile
device 1400 and then subsequently, the alert message is rendered
based on this designation. Consequently, based on message priority
designation, alert messages may be scheduled to be rendered before
any other message in the message queue in the CML 1500; or
scheduled to be rendered at a specific time, regardless of the
other messages in the message queue; or scheduled to be rendered
based on a specific location, regardless of the other messages in
the message queue; or scheduled to be rendered at a specific time
and location 1242, regardless of the other messages in the message
queue.
[0164] The ability to render the message without a first triggering
event is illustrated in this embodiment. This enables the
government 1102 to transmit alert messages and have those messages
rendered without a first triggering event. Other messages generally
require a first triggering event before any message is rendered.
Only the government's 1102 alert message can be rendered without a
first triggering event. The designation of which alert messages can
be rendered without a first triggering event is also included in
the message priority in Part B 1230B of the alert message. The
establishing, processing and rendering of this designation uses the
same methods as described in the previous paragraph.
[0165] A specialized API interface within the CML 1500 for
establishing two-way communication is illustrated in this
embodiment. This enables the government 1102, via the API interface
1270, to communicate with the API interface within the CML 1500 of
the mobile device 1400 to engage the mobile device's 1400
capabilities to establish two-way communication between the mobile
device 1400 and the government 1102 entity.
[0166] Content Delivery System 1200 (View Using APIs)--Sub-elements
of FIG. 2 illustrate the view using APIs. In this embodiment, an
application programming interface (API) is a source code-based
specification intended to be used as an interface by software
components to communicate with each other. An API may include
specifications for routines, data structures, object classes, and
variables. The API interface 1270 provides a software component for
the CML 1500 to communicate with the content system interface 1210
and back, as well as, for outside entities to communicate with the
content system interface 1210. There are multiple embodiments to
the API interface 1270, but only four are illustrated herein:
first, third-party applications installed on the mobile device 1400
requesting ad messages 1230 to be sent to the mobile device 1400
for independent rendering by third-party applications; second,
third-party applications installed on the mobile device 1400
requesting consumer segmentation 1264 or consumer analytics 1260
data to be sent to the mobile device 1400 for consumption by the
third-party application; third, third-party providers 1103
repurposing their digital advertising content to send select ad
messages from the message inventory 1230 to the mobile device 1400;
and fourth, the government 1102 to send CAP alert messages to the
mobile device 1400.
[0167] The APIs for third-party applications installed on the
mobile device 1400 to request an ad message from the message
inventory 1230 to be sent to the mobile device 1400 for independent
rendering is illustrated in this embodiment. The code-based
interface starts when the third-party application using a unique
API identifier assigned to the application, utilizes the CML 1500
to send a request to the API interface 1270, via the PCSP 1300. The
request is for a specific ad message ID to be retrieved from the
message inventory 1230. Upon retrieval, the API interface 1270
using the API identifier and other identifiers subsequently sends
the requested ad message back through the PCSP 1300 to the CML
1500, where the third-party application independently renders the
ad message. The CML 1500 separately tracks the mobile device user's
1401 response and interaction to the rendered ad message; this
explicit behavior is linked to the same API identifier in the CML
1500. The stored explicit behavior is subsequently transmitted back
through the PCSP 1300 to the behavior tracking 1263A.
[0168] The APIs for third-party applications installed on the
mobile device 1400 requesting consumer segmentation 1264 or
consumer analytics 1260 data to be sent to the mobile device 1400
for consumption by the third-party application is illustrated in
this embodiment. The code-based interface starts when third-party
application using a unique API identifier assigned to the
application, utilizes the CML 1500 to send a request to the API
interface 1270, via the PCSP 1300. The request is for specific
consumer segmentation 1264 or consumer analytics 1260 data. Upon
retrieval, the API interface 1270 using the API identifier
subsequently sends the requested consumer segmentation 1264 or
consumer analytics 1260 data back through the PCSP 1300 to the CML
1500, where the third-party application independently processes the
information sent. The CML 1500 separately tracks the mobile device
user's 1401 response and interaction to the rendered ad message;
this explicit behavior is linked to the same API identifier in the
CML 1500. The stored explicit behavior is subsequently transmitted
back through the PCSP 1300 to the behavior tracking 1263A.
[0169] The APIs for third-party providers 1103 (including select
advertisers 1101 and government 1102 with automated interfaces) to
repurpose their digital advertising content to send select ad
messages 1230 to the mobile device user 1401 is illustrated in this
embodiment. The code-based interface enables third-party providers
1103 to send preformatted digital advertising content to the API
interface 1270 for packaging and processing. The API interface 1270
utilizes default ad messages from the message inventory 1230 and
sends the ad message to predetermined consumer segmentation 1264
groups. Both time and location 1242 delivery elements are limited
by the API interface 1270, consequently the CML 1500 schedules
these messages for delivery to the mobile device user 1401 after
other advertisers 1100 do not have a message scheduled to be
rendered; these third-party provider's 1103 digital advertising
content ad messages are rendered to fill unused time blocks and
remnant inventory. Other than the exceptions noted above, the
third-party providers 1103, deploy the same systems, methods and
apparatus as discussed in paragraphs [0091] to [00111] above.
[0170] The APIs for the government 1102 (excluding all other
advertisers 1101 and third-party providers 1103) to send CAP alert
messages to the mobile device user 1401 is illustrated in this
embodiment. The code-based interface enables government 1102 to
send preformatted alert messages to the API interface 1270 for
packaging and processing. The API interface 1270 utilizes default
ad messages from the message inventory 1230 and sends the ad
message to predetermined consumer segmentation 1264 groups. Other
than the exceptions noted above, the government 1102 deploys the
same systems, methods and apparatus as discussed in paragraphs
[0091] to [00111] above.
[0171] Content Delivery System 1200 (Mobile Device User 1401
View)--Sub-elements of FIG. 2 illustrate the viewpoint from the
mobile device user 1401. In this embodiment, the mobile device user
1401 administers his or her consumer profile 1261, the content and
privacy aspects of their explicit 1263A and implicit 1263B tracked
behavior in the behavior tracking 1263, the content and
authorization of their personalized internet cookie, and the
loyalty aspects of their consumer profile information. Also in this
embodiment, the consumer profile 1261 and the mobile device
registry 1262 create an identity authentication method in the CML
1500.
[0172] In this embodiment, the consumer segmentation 1264 is
derived from direct input information from individual mobile device
users 1401 through a web portal to the consumer profile 1261 and
from the explicit 1263A and implicit 1263B tracked behavior
captured by the CML 1500 on their mobile devices 1400. Together,
the consumer segmentation 1264 information is a rollup of anonymous
liked-profiled and tracked individuals--real people, organically
aggregated, one-by-one into a database.
[0173] The authenticity and accuracy of the consumer segmentation
1264 information is illustrated by providing transparency and
control of the individual's consumer profile 1261 to author and
originator of the information--the mobile device user 1401. This is
further illustrated by the mobile device user 1401 accessing his or
her individual consumer profile 1261 through a web portal and
enabling the mobile device user 1401 to enter in new profile
information, modify existing information and/or delete any aspect
of the profile information, at any frequency. This is even further
illustrated by providing the mobile device user 1401 a transparent
view of the tracked explicit 1263A and implicit 1263B items in the
behavior tracking 1263. In this embodiment, the consumer profile
1261 presents to the mobile device user 1401 how the behavior
tracking 1263 views him or her. The behavior tracking 1263 provides
a method for the mobile device user 1401 to use his/her recent
behaviors to act as a navigation tool and show how those behaviors
contribute to his/her profile. Each attribute reflects an inferred
interest according to their recent behavior. The mobile device user
1401 can either change the behavior tracking 1263 to `track it` and
elevate the inferred segment or topic into a declared interest, or
to `delete it` and eliminate the item from the behavior tracking
1263. Alternatively, the mobile device user 1401 just leaves the
tracking results as they were.
[0174] Collectively, these embodiments provide methods for the
mobile device user 1401 to control the content of what resides in
the behavior tracking 1263 about them and the ability to delete or
modify any item they deem private or do not want tracked or used
for targeted advertising purposes. Furthermore, these embodiments
illustrate methods for the mobile device user 1401 to be the
catalyst for organically self-defined and naturally generated
consumer segments 1264 to be created, which are all derived,
maintained and controlled by individual mobile device users 1401.
This embodiment of the consumer segmentation 1264 provides the
advertisers 1100 a method to identify real but anonymous people
(mobile device users 1401) via the self-defined consumer
segmentation 1264, to address and send contextually relevant ad
messages based on this self definition, subsequently assess the
individual and collective responses to those messages using the
behavior tracking 1263, and then send reiterative ad messages based
on the mobile device users 1401 previous message responses. This
embodiment is another illustration of having a closed-loop
progressive conversation using responsive ad messages.
[0175] In this embodiment, the mobile device user 1401 uses the
consumer profile 1261 to administer a personalized internet cookie
that they define and control. Conventionally, internet cookies are
used to remember the information about the internet user who has
visited a website in order to show relevant content in the future.
Often, the relevant content is in the form of display advertisement
on the web pages subsequently visited by the internet user. In this
embodiment, a personalized internet cookie is manifested and
authorized by the mobile device user 1401 to be used by the mobile
device's 1400 internet browser to facilitate personalized display
advertisement on the web pages visited by the mobile device user
1401 from his or her mobile device 1400. In this illustration,
using the consumer profile 1261, the mobile device user 1401 has a
collective view of his or her profile information combined with his
or her tracked explicit 1263A and implicit 1263B behavior
information. This collective view is a representation of the mobile
device user's 1401 personalized internet cookie. Using the consumer
profile 1261 as illustrated in paragraphs [00126] to [00127] to
define and maintain his or her individual profiles and tracked
behavior information, the mobile device user 1401 effects the
manifestation and control over his or her personalized internet
cookie. As a further illustration, using the consumer profile 1261
the mobile device user 1401 may elect authorization of his or her
personalized internet cookie. If authorized, the consumer profile
1261 processes the mobile device user's 1401 personalized internet
cookie through the PCSP 1300 to the CML 1500 for use by the mobile
device user 1401.
[0176] In this embodiment, loyalty aspects of the mobile device
user's 1401 profile information and tracked behavior are made
transparent and can be administered. Generally, loyalty programs
are structured marketing efforts that reward, and therefore
encourage, loyal buying and other behavior--behavior which is
potentially beneficial to the advertiser. In this illustration the
consumer profile 1261 provides the mobile device user 1401 a
transparent view of which advertisers 1100 are associated with each
aspect of their profile information and their explicit 1263A and
implicit 1263B tracked behavior; and provides the mobile device
user 1401 the ability to delete existing associations or to create
new associations with advertisers 1100. This associated linkage is
derived from the advertiser's 1100 identification number entered
into each ad message sent to the mobile device user 1401 and to the
advertiser's 1100 identification number captured and tracked in the
mobile device user's 1401 subsequent explicit 1263A and implicit
1263B behavior. In this illustration, the name of the advertiser
1100 will be presented when an attribute of the mobile device
user's 1401 profile information is associated with an advertiser's
1100 identification number. Also, in this illustration, the name of
the advertiser 1100 will be presented when an attribute of the
mobile device user's 1401 explicit 1263A and implicit 1263B
behavior is associated with an advertiser's 1100 identification
number. Using the consumer profile 1261, the mobile device user
1401 can administer the loyalty aspects of their profile
information by: viewing the loyalty program elements associated
with an advertiser 1100 linked to each attribute, and then deleting
an existing association with an advertiser 1100, or creating a new
association with an advertiser 1100.
[0177] In this embodiment, an additional privacy safeguard is
created by issuing the mobile device user 1401 a unique
identification number. This mobile user ID is assigned by the
consumer profile 1261 upon initiation and is used throughout the
CDS 1200 when addressing the mobile device user 1401. The unique
identification number is for keeping the mobile device user 1401
anonymous.
[0178] In this embodiment, the mobile device user 1401 administers
his or her mobile device registry 1262. The mobile device registry
1262 is derived from direct input information from mobile device
users 1401 through a web portal assigning their mobile device's
1400 affiliation with the CDS 1200. The mobile device user 1401 may
affiliate one or more mobile devices 1400 to the CDS 1200 and each
device is assigned a unique mobile device 1400 identification
number. These mobile devices' 1400 IDs are portable and can be
transferred to and from mobile device users 1401. Through the
consumer profile 1261 the mobile device user 1401 administers this
linkage between mobile device(s) 1400 and himself or herself, as
well as, the linkage between the mobile device(s) 1400 and their
affiliated communication service provider. This embodiment
illustrates the method used to link one or more mobile devices 1400
to a single mobile device user's 1401 consumer profile 1261 and to
link each mobile device 1400 to a communication service provider.
This further illustrates the method to collect behavior tracking
information 1263 from multiple mobile devices 1400, each tied to a
single consumer profile 1261 and mobile device user 1401.
Additionally, this illustrates the method used for determining
which communication service provider to address the ad message for
transmission to reach the mobile device user 1401.
[0179] In this embodiment, the consumer profile 1261 and the mobile
device registry 1262 create an identity authentication method in
the CML 1500. After the mobile device 1400 identification number
has been established in the mobile device registry 1262, this
mobile device 1400 ID and corresponding mobile device user 1401
identification number is transmitted through the PCSP 1300 to the
CML 1500 on the registered mobile device 1400. Both of these
identification numbers are stored in the CML 1500 and are used to
authenticate future content system interface 1210 transmissions
addressed to the mobile device 1400. Each subsequent ad message,
alert message or API message transmission sent from the content
system interface 1210 through the PCSP 1300 contains both the
mobile device 1400 and the mobile device user's 1401 identification
numbers. Upon receipt of each transmission, the CML 1500 uses the
store identification numbers to validate against the received
transmission. If the authentication fails, the transmission is
rejected and if the authentication is satisfied, the transmission
is accepted and processed.
[0180] Protocol for Communication Service Provider (PCSP)
1300--Referring to FIG. 3, this figure illustrates the embodiment
of the PCSP 1300. The PCSP 1300 is a formatted data package to
transport messages to and from mobile devices 1400 using existing
communication service provider's network and protocols; and it
serves to optimize the CDS 1200 and CML 1500 communication
relationship. A communications service provider 1310 is a service
provider that transports information electronically. The term
encompasses public and private companies in the telecom (landline
and wireless), Internet, cable, satellite, and managed services
businesses. A communications protocol is a system of digital
message formats and rules for exchanging those messages in or
between computing systems and in telecommunications. The PCSP 1300
consists of Mobile Message Protocol (MMP) 1320 with two digital
message formats: the first for MMP inbound messages 1321 and the
second for MMP outbound messages 1322. This embodiment illustrates
the digital message formats used to transmit messages to and from
the CDS 1200 and the CML 1500 on the mobile device 1400. MMP
inbound messages 1321 are transmitted to the CML 1500 and MMP
outbound messages 1322 are transmitted from the CML 1500.
[0181] MMP 1320 represents a specialized top application layer,
Layer 7 of the OSI Telecommunication Stack. Open Systems
Interconnection (OSI) model is a product of the Open Systems
Interconnection effort at the International Organization for
Standardization. It is a prescription of characterizing and
standardizing the functions of a communications system in terms of
abstraction layers. Similar communication functions are grouped
into logical layers. A layer serves the layer above it and is
served by the layer below it. The top application layer in the OSI
model facilitates interaction between familiar entities. The MMP
1320 protocol is a specialized top application layer that
facilitates interaction between the CDS 1200 and the CML 1500 on
the mobile device 1400.
[0182] In this embodiment, the in and out bound message formats
(1321 and 1322) are illustrated in detail and are further
illustrated in context to the interaction between the CDS 1200 and
the CML 1500 on the mobile device 1400.
[0183] The MMP inbound message 1321 traverses from the CDS 1200
through the communication service providers 1310 to the CML 1500 on
the mobile device 1400. In this embodiment, the MMP inbound message
1321 format is composed of six major components: the MMP inbound
message header 1381, message type 1334, delivery information 1331,
message content 1330, administration data 1311, and API content
server response 1372. The message header 1381 refers to
supplemental data placed at the beginning of a block of data being
stored or transmitted. The encryption 1382 is illustrated as a
subcomponent to the MMP inbound message header 1381 and it refers
to the security protocol of the MMP inbound message 1321. The
message type 1334 illustrates the four types of messages
transmitted from the CDS 1200 to the mobile device 1400 for CML
1500 processing. The four message types are: ad message 1335, alert
messages 1336, API messages 1337, and administrative messages 1310.
The delivery information 1331 illustrates the five unique
identifiers directly linked to each message type 1334 transmitted
from the CDS 1200 to the mobile device 1400 for CML 1500
processing; plus a delivery priority flag that is used to alert
messages 1336 for further processing. The five delivery information
1331 identifiers are: mobile device user (1401) ID 1361, mobile
device (1400) ID 1362, advertiser (1100) ID 1340, message ID 1332,
and API ID 1370; and the delivery priority flag is message priority
1333. The message content 1330 illustrates two parts of the ad
message and alert message transmitted from the CDS 1200 to the
mobile device 1400 for CML 1500 processing. The two parts of the
message content are the same two parts of the message template:
Part A 1330A and Part B 1330B. The administration data 1311
illustrates the various administrative elements transmitted from
the CDS 1200 to the mobile device 1400 for CML 1500 processing; to
include but not limited to: Part C data, user profile cookie data,
digital resource center data, software and system updates. The API
content server response 1372 illustrates the various API related
data responses transmitted from the CDS 1200 to the mobile device
1400 for CML 1500 processing. The broadcast support 1390
illustrates utilizing a given radio layer protocol for broadcast
capabilities to facilitate updates to the CML 1500.
[0184] The MMP outbound message 1322 traverses from the CML 1500 on
the mobile device 1400 through the communication service providers
1310 to the CDS 1200. In this embodiment, the MMP outbound message
1322 format is composed of seven major components: the MMP outbound
message header 1383, message type 1334, delivery information 1331,
message delivery status 1350, administration data 1313, behavior
tracking data 1363, and API content server request 1371. The
message header 1383 refers to supplemental data placed at the
beginning of a block of data being stored or transmitted. The
encryption 1384 is illustrated as a subcomponent to the MMP
outbound message header 1383 and it refers to the security protocol
of the MMP outbound message 1322. The message type 1334 illustrates
the four types of messages transmitted from CML 1500 on the mobile
device 1400 to the CDS 1200 for processing. The four message types
are: ad message 1335, alert messages 1336, API messages 1337, and
administrative messages 1312. The delivery information 1331
illustrates the five unique identifiers directly linked to each
message type 1334 transmitted from CML 1500 on the mobile device
1400 to the CDS 1200 for processing. The five delivery information
1331 identifiers are: mobile device user (1401) ID 1361, mobile
device (1400) ID 1362, advertiser (1100) ID 1340, message ID 1332,
and API ID 1370. The message delivery status 1350 illustrates the
three delivery confirmation statuses of whether both parts (1330A
and 1330B) of the message content 1330 were received 1351 by the
CML 1500 and whether the message content 1330 was rendered 1352 or
not rendered 1353; this message delivery status 1350 is
subsequently transmitted from CML 1500 on the mobile device 1400 to
the CDS 1200 for processing. The administration data 1313
illustrates the various administrative elements transmitted from
the CML 1500 on the mobile device 1400 to the CDS 1200 for
processing. The behavior tracking 1363 illustrates the two types of
the mobile device user's 1401 behavior information captured,
tracked and transmitted from the CML 1500 on the mobile device 1400
to the CDS 1200 for processing. The two types of behavior tracking
information are: explicit 1363A and implicit 1363B data. The API
content server request 1371 illustrates the various API related
requests for content server information transmitted from the CML
1500 on the mobile device 1400 to the CDS 1200 for processing. The
broadcast support 1390 illustrates utilizing a given radio layer
protocol for broadcast capabilities to facilitate updates to the
CML 1500.
[0185] Content Message Layer (CML) 1500--Referring to FIG. 4, this
figure illustrates the embodiment of the CML 1500. The CML 1500 is
an apparatus within the operating system 1402 of the mobile device
1400. The CML 1500 is a stored executable code that interfaces and
manipulates the mobile device operating system 1402, the mobile
device storage 1403, and the mobile device capabilities 1404 to
receive, store and render messages sent by the CDS 1200 via the
PCSP 1300; to capture, store, and transmit the mobile device user's
1401 direct and indirect responses to the messages back to the CDS
1200 via the PCSP 1300; and to execute a set of APIs to request and
obtain addressable mobile device user's 1401 profile information
and selected ad messages from the CDS 1200 via the PCSP 1300 and
have the requested profile information and ad messages sent back to
the CML 1500 via the PCSP 1300. Additionally, the mobile device
user 1401 is able to affect changes to their profile information in
the CDS 1200 that influences attributes in the CML 1500 that in
turn influences the kind, nature and frequency of messages
addressed to them from the CDS 1200. The CML's 1500 stored
executable code uses the mobile device's 1400 capabilities to
execute its functionality. In this embodiment the CML's 1500
functional components consist of the MMP message agent 1501, MMP
security agent 1502, MMP message processor 1503, explicit manager
1563A, implicit manager 1563B, and the APIs applications and
services agent 1570.
[0186] The CML 1500 has at least five preferred embodiments
detailed herein: 1) the software developer's 1220 view; 2) the
advertiser's 1100 view (all advertisers 1101; the government 1102,
and third-party providers 1103); 3) the government's 1102 view; 4)
the view from using APIs; and 5) the mobile device user's 1401
view. These views are presented to illustrate the different
embodiments of the CML 1500 and how the various functional
components are deployed on the mobile device 1400 and how they
interface with the PCSP 1300 and the CDS 1200.
[0187] Content Message Layer 1500 (Software Developer's 1220
View)--Sub-elements of FIG. 4 illustrate the view point from the
software developer 1220. In this embodiment, the message template
as created by the software developer 1220 and as acquired by the
advertiser 1100 is transmitted from the CDS 1200 using the PCSP
1300 to the CML 1500 on the mobile device 1400 for processing.
[0188] The initial steps of the process include: the inbound
message assembler 1581 within the MMP message agent 1501 to
assemble the received transmission; the inbound authentication 1582
within the MMP security agent 1502 applies data and identity
security policies; and then depending on the type of message
received, the MMP message processor 1503 using the ad message
1535-1, the alert message 1536-1, the API 1537-1 elements, first
stores the message in the message folder 1530, as part of the
mobile device storage 1403, in their respective folders, ad message
1535-2, alert message 1536-2, and API 1537-2, and then passes the
advertiser 1100 defined delivery sub-elements of the message for
the ad message 1535-1 and alert message 1536-1 to the scheduling
manager 1563A-1 for further processing.
[0189] The transmitted ad message and alert message consists of two
parts and can be transmitted together or separately; when both
parts have been stored in the respective message folder (1535-2,
1536-2, or 1537-2) and paired by the respective MMP message
processor (1535-1, 1536-1, or 1537-1) into the respective message
Part A (1535A, 1536A, or 1537A) and respective message Part B
(1535B, 1536B, or 1537B) storage, the respective MMP message
processor (1535-1, 1536-1, or 1537-1) executes the message delivery
1550 sub-element of the explicit manager 1563A and a message
delivery confirmation is created. Subsequently, the respective MMP
message processor (1535-1, 1536-1, or 1537-1) processes the
outbound message delivery 1550 status to the MAP security agent
1502 for outbound encryption 1584, and then to the MAP message
agent 1501 for outbound dissembler 1583 for transmission to the CDS
1200 using the PCSP 1300.
[0190] Next, based on the advertiser's 1100 defined event(s), the
scheduling manager 1563A-1 will queue the ad message for immediate
rendering on the mobile device 1400.
[0191] When creating the message template in the CDS 1200, the
software developer 1220 selects elements of the mobile device's
capabilities 1404 to create a message template for rendering
purposes. Based on what the software developer 1220 has created,
there are numerous embodiments of what a message template could
render on a mobile device 1400, with and without input from the
mobile device user 1401. Once the scheduling manager 1563A-1 queues
the message template for immediate rendering and after a first
triggering event occurs, the rendering manager 1563A-2 actuates the
message template rendering instructions, as created by the software
developer 1220, and executes the functionality of mobile device
capabilities 1404 and the pre-stored elements of Part C in the
Digital Resource Center (DRC) 1571 and/or the physics engine
1563A-3 (see paragraph [0089]); for message template rendering.
There are two primary illustrations of the message template
rendering: without input or interaction from the mobile device user
1401 and with input or interaction from the mobile device user
1401. In the former illustration, there are numerous embodiments
and the rendering starts immediately after a first triggering event
occurs and continues rendering until a second trigger event occurs
or until the display times out or the mobile device 1400 is
unlocked. In the latter illustration, there are also numerous
embodiments and the rendering, after it is started, can be altered,
changed, or otherwise impacted by input or interaction from the
mobile device user 1401. One example of the latter illustration
is:
[0192] Immediately after the first triggering event--a character of
a woman appears, dressed in a fashionable business suit from a
local department store. The woman stands with one hand on her hip
and the other extended outwardly with her palm up. The local
department store's logo is in the bottom left corner and after the
first two seconds the image of the woman slowly rotates clockwise,
while at the same time, little square pieces of paper fall from the
top of the screen with different lettering written on them--some
say 5% off, some 10% off and others say 15% off. The little squares
fall over the woman and eventually to the ground, but one lands on
the woman's outwardly extended hand--it reads 10% off. All of this
takes five seconds. The mobile device user 1401 could blow air into
the mobile device's 1400 microphone and cause all of the pieces of
paper on the ground and in the woman's hand to blow upwardly to the
top of the screen. If the mobile device user 1401 continues to
blow, all the papers will also continue to blow upwardly and swirl
at the top of the screen. When mobile device user 1401 stops
blowing, the paper will re-float back down again, and based on
randomness, the same or a different discount percent amount could
land in the woman's hand. This could be repeated until the 15% off
paper lands in the hand.
[0193] In this example, the software developer 1220 created a
message template that utilized the physics engine 1563A-3 and
elements of the mobile device capabilities 1404 for rendering
purposes. The little pieces of paper floating down from the top of
the screen depicted the gravity properties of the physics engine
1563A-3; and the microphone (listed as other) as an element of the
mobile device capabilities 1404 captured the blowing sound from the
mobile device user 1401 to change and alter what was being rendered
and to actuate the little pieces of paper being blown upward into
the air off the ground.
[0194] Once rendered, regardless of the rendering duration, the
scheduling manager 1563A-1 executes the message delivery 1550 and a
message rendered delivery confirmation is created. Subsequently,
the MMP respective message processor (1535-1, 1536-1, or 1537-1)
processes the outbound message delivery 1550 status to the MMP
security agent 1502 for outbound encryption 1584, then to the MMP
message agent 1501 for outbound dissembler 1583 for transmission to
the CDS 1200 using the PCSP 1300.
[0195] Collectively, this embodiment illustrates the method for
rendering messages for the at least five preferred views
herein.
[0196] Content Message Layer 1500 (Advertiser's 1100
View)--Sub-elements of FIG. 4 illustrate the view point from the
advertiser 1100--all advertisers 1101, government 1102, and
third-party providers 1103. In this embodiment, in CDS 1200, the
advertisers 1100 define the delivery elements of time block and
location of when and where their messages are rendered; in the CML
1500, these defined delivery elements are sub-elements of the ad
message Part B 1535B; which upon receipt, the ad message 1535-1 of
the MMP message processor 1503 passes these delivery elements to
the scheduling manager 1563A-1 for processing. The scheduling
manager 1563A-1 uses the clock, calendar, global positioning system
(GPS), frequency radio, Wi-Fi, and other elements of the mobile
device capabilities 1404 to create a queue of sequenced ad messages
scheduled for immediate rendering based the delivery elements.
[0197] In this embodiment, the time block delivery element is a
representation of time as determined by the clock and calendar
components of the mobile device capabilities 1404. Time is
illustrated by a block of time that when all the time blocks are
added together they represent a single twenty-four hour day; a
single day is a subset of the calendar. In the CDS 1200, the
advertiser 1100 defines the day(s) and time block(s) for when the
ad message is scheduled for rendering; additionally, in the CDS
1200 the advertiser 1100 can also define rollover block(s) of time,
rollover is a method to keep the ad message in the scheduling
manager 1563A-1 queue for multiple time blocks across multiple
days; this rollover method enables the scheduling manager 1563A-1
to retain the ad message in the queue long enough to be rendered by
a first triggering event, or until the blocks of time expire, after
which the ad message is removed from the queue.
[0198] Once any ad message is not rendered and has been removed
from the queue, the scheduling manager 1563A-1 executes the message
delivery 1550 and a message not rendered delivery confirmation is
created. Subsequently, the ad message 1535-1 of the MMP message
processor 1503 processes the outbound message delivery 1550 status
to the MMP security agent 1502 for outbound encryption 1584, then
to the MMP message agent 1501 for outbound dissembler 1583 for
transmission to the CDS 1200 using the PCSP 1300 for further
processing.
[0199] In this embodiment, the location delivery element is a
representation of geographical location as determined by the GPS,
frequency radio, Wi-Fi, and/or other components of the mobile
device capabilities 1404. GPS refers to a space-based satellite
navigation system that provides location anywhere on the earth,
including terrestrial repeaters or augmentation signals to the
space-based satellite system. Frequency radio refers to the
attaining of the current position of a mobile device 1400,
stationary or moving via multilateration of radio signals between
(several) radio towers of the cellular network and the mobile
device 1400. Wi-Fi refers to technology that allows the mobile
device 1400 to exchange data wirelessly (using radio waves) over a
computer network, including high-speed Internet connections. In the
CDS 1200, the advertiser 1100 defines the location and/or
representation for where the mobile device 1400 should be
geographically for when the ad message is scheduled to be
rendered.
[0200] Whenever a first triggering event occurs, the scheduling
manager 1563A-1 deploys the rendering manager 1563A-2 to
immediately render the first ad message in the queue. See
paragraphs [00144] to [00147] for the method to render an ad
message. After the first triggering event the scheduling manager
1563A-1 advances the next scheduled ad message for immediate
rendering. If there is no second triggering event and the mobile
device 1400 is unlocked, the scheduling manager 1563A-1 holds in
the queue the next scheduled ad message for the next first
triggering event. Any time after there is no second triggering
event and the mobile device 1400 was unlocked and a new first
triggering event occurs, the scheduling manager 1563A-1 deploys the
rendering manager 1563A-2 to immediately render the next ad message
in the queue. This reiterative queuing and rendering by the
scheduling manager 1563A-1 continues dynamically, within and across
time blocks and geographical locations. When time and location
based ad messages are exhausted in the queue, within a time block
and/or location, the scheduling manager 1563A-1 begins queuing for
rendering ad messages that do not have defined delivery elements,
those from third-party providers 1103 (see paragraph [00122]).
[0201] Whenever a second triggering event occurs, the rendering
manager 1563A-2 immediately transitions to the learn more 1563A-5
attributes; the first such attribute is the companion page of the
ad message. The companion page is also referred to as the offer
page; where the advertiser 1100 presents the essence of the ad
message; its definition is crafted by the advertiser 1100 in the
CDS 1200, see paragraph [0099]. After the learn more 1563A-5
presents the companion page, the mobile device user 1401 either
navigates away or he/she navigates to the remaining learn more
1563A-5 attributes presented. These remaining attributes are also
defined by the advertiser 1100 and are comprised of web links and
other means to convey information, which, when tailored to a
specific ad message, provides additional information to the mobile
device user 1401 about the subject and essence of the ad message,
the product, service or brand. All attributes are consistently
organized regardless of the product, service, or brand category and
are also standardized in how the mobile device user 1401 navigates
to each. Additionally, each attribute provides trackable elements
that are captured and stored.
[0202] The behavior tracking 1563A-4 captures the trackable
elements of the mobile device user 1401 interaction with the learn
more 1563A-5 attributes; and each captured element is stored in the
behavior tracking folder 1563 in the explicit data 1563A-8. Each
captured element may additionally contain a mobile device user(s)
1401 identifier, which is stored in mobile user ID 1563A-8-61; an
advertiser(s) 1100 identifier, which is stored in advertiser ID
1563A-8-40, and a message identifier, which is stored in message ID
1563A-8-30. Periodically, the behavior tracking 1563A-4 deploys the
ad message 1535-1 of the MMP message processor 1503 to outbound
transmit the explicit data 1563A-8 to CDS 1200 for further
processing (see paragraphs [00102] to [00106]), via the MMP
security agent 1502 and the MMP message agent 1501.
[0203] Collectively, these embodiments illustrate methods for how,
when and where ad messages are rendered and how the mobile device
user's 1401 message responses are captured, stored and transmitted
to the CDS 1200 for further processing.
[0204] Content Message Layer 1500 (Government's 1102
View)--Sub-elements of FIG. 4 illustrate the view point from the
government 1102 (foreign or domestic national, state, county, and
local government entities (and their foreign equivalents), and
wireless carriers). This view has two embodiments: as a regular
advertiser 1100 and as a government 1102 entity. As the former, a
regular advertiser 1100, they may deploy the same systems, methods
and apparatus as discussed in paragraphs [00149] to [00156] above.
The latter embodiment addresses the government's 1102 role as part
of the Emergency Alert System and/or other alert messaging
requirements.
[0205] In the CDS 1200, four distinct methods unique to the
government 1102 were illustrated: first, alert messages used only
by the government 1102; second, the ability to prioritize the
message delivery to supersede all other messages; third, the
ability to render the message without a first triggering event; and
fourth, a specialized API interface with the CML 1500 for
establishing two-way communication. In this embodiment, these same
corresponding four distinct aspects of the government 1102 are
illustrated in the CML 1500 apparatus.
[0206] In this embodiment, Part A of the message template of the
alert messages has been preinstalled (stored) in the message Part A
1536A of the alert message 1536-2 folder in the message folder
1530; or later created or modified in the CDS 1200, subsequently
transmitted through the PCSP 1300, processed by the MMP message
agent 1501, MMP security agent 1502, the alert message 1536-1 of
the MMP message processor 1503, and then consequently stored in the
message Part A 1536A of the alert message 1536-2 folder in the
message folder 1530. Part B of the alert message is created in the
CDS 1200 or through an interface with the Common Alert Protocol
(CAP) and is subsequently transmitted through the PCSP 1300,
processed by the MMP message agent 1501, MMP security agent 1502,
the alert message 1536-1 of the MMP message processor 1503, and
then consequently stored in the message Part B 1536B of the alert
message 1536-2 folder in the message folder 1530. When both parts
have been stored in the message folder 1530 and paired by the alert
message 1536-1 into the message Part A 1536A and message Part B
1536B storage, the alert message 1536-1 executes the message
delivery 1550 sub-element of the explicit manager 1563A and a
message delivery confirmation is created. Subsequently, the alert
message 1536-1 processes the outbound message delivery 1550 status
to the MMP security agent 1502 for outbound encryption 1584, and
then to the MMP message agent 1501 for outbound dissembler 1583 for
transmission to the CDS 1200 using the PCSP 1300.
[0207] In this embodiment, when the alert message 1536-1 receives
and processes for storage the alert message Part B 1536B, this
transmission may also contain a message priority element defined by
the government 1102; when received, the alert message 1536-1 passes
the message priority element to the scheduling manager 1563A-1 for
further processing. This message priority element may be defined by
the government 1102 to supersede all other messages in the
scheduling manager 1563A-1 queue. The scheduling manager 1563A-1
consequently sequences the alert message in the message delivery
queue based on this prioritization.
[0208] In this embodiment, the message priority element defined by
the government 1102 may be defined to render the alert message
without a first triggering event. In this illustration, without
waiting on a first triggering event, the scheduling manager 1563A-1
either renders the alert message immediately or renders it based on
the government 1102 defined delivery elements that are sub-elements
of the alert message Part B 1536B.
[0209] In this embodiment, specialized APIs Applications and
Services Agent (AASA) 1570 enable the government 1102 to establish
two-way communication between the mobile device 1400 and the
government 1102; in this illustration, the AASA 1570 interfaces
with the mobile device capabilities 1404 to establish two-way
communication.
[0210] Content Message Layer 1500 (View Using APIs)--Sub-elements
of FIG. 4 illustrate the view using APIs. There are multiple
embodiments to the AASA 1570, but only two are illustrated herein:
third-party applications installed on the mobile device 1400
requesting ad messages from the CDS 1200 to be sent to the mobile
device 1400 for independent rendering by third-party applications;
and third-party applications installed on the mobile device 1400
requesting consumer segmentation or consumer analytics data from
the CDS 1200 to be sent to the mobile device 1400 for consumption
by the third-party application.
[0211] Third-party applications installed on the mobile device 1400
requesting ad messages from the CDS 1200 to be sent to the mobile
device 1400 for independent rendering by third-party applications
is illustrated in this embodiment. Each third-party application
that utilizes the AASA 1570 has a unique identifier, the API
identifier. Through an authentication process, the third-party
application accesses the AASA 1570 to request a specific ad message
to be sent from the CDS 1200; this API content server request is
processed by the AASA 1570, through to the API message 1537-1 of
the MMP message processor 1503, the MMP security agent 1502, the
MMP message agent 1501, and then through the PCSP 1300 to the CDS
1200 for processing. Subsequently, the CDS 1200 sends the API
message content (Part A and B) back through the PCSP 1300 through
to the MMP message agent 1501, the MMP security agent 1502, the API
message 1537-1, and then the API message 1537-2 for storage and to
the third-party application agent 1563A-6 for processing. When both
parts have been stored in the message folder 1530 and paired by the
API message 1537-1 into the API message 1537-2, message Part A
1537A and message Part B 1537B storage, the API message 1537-1
executes the message delivery 1550 sub-element of the explicit
manager 1563A and a message delivery confirmation is created.
Subsequently, the API message 1537-1 processes the outbound message
delivery 1550 status to the MMP security agent 1502 for outbound
encryption 1584, and then to the MMP message agent 1501 for
outbound dissembler 1583 for transmission to the CDS 1200 using the
PCSP 1300.
[0212] Different than all other advertiser's 1100 ad messages, the
API initiated ad messages are not processed nor sequenced for
rendering by the scheduling manager 1563A-1. The third-party
application, using the third-party application agent 1563A-6,
controls the method of when and where the API initiated ad messages
are rendered. The third-party application agent 1563A-6 supplants
the first triggering event for initiating the rendering process
with a third-party application created event. Once the third-party
application agent 1563A-6 initiates the API initiated ad message to
render, the rendering manager 1563A-2 actuates the API initiated ad
message rendering instructions, as created by the software
developer 1220, and executes the functionality of mobile device
capabilities 1404 and the pre-stored elements of Part C in the
Digital Resource Center (DRC) 1571 and/or the physics engine
1563A-3 (see paragraph [0089]) for message template rendering.
There are two primary illustrations of the API initiated ad message
rendering: without input or interaction from the mobile device user
1401 and with input or interaction from the mobile device user
1401. In the former illustration, there are numerous embodiments
and the rendering starts immediately when the third-party
application agent 1563A-6 initiates the API initiated ad message to
render and continues rendering until a second trigger event occurs
or until the display times out. In the latter illustration, there
are also numerous embodiments and the rendering, after it is
started, can be altered, changed, or otherwise impacted by input or
interaction from the mobile device user 1401.
[0213] Whenever a second triggering event occurs, the rendering
manager 1563A-2 immediately transitions to the learn more 1563A-5
attributes; the first such attribute is the companion page of the
API initiated ad message. After the learn more 1563A-5 presents the
companion page, the mobile device user 1401 either navigates away
or he/she navigates to the remaining learn more 1563A-5 attributes
presented; each attribute provides trackable elements that are
captured and stored.
[0214] The behavior tracking 1563A-4 captures the trackable
elements of the mobile device user 1401 interaction with the learn
more 1563A-5 attributes; and each captured element is stored in the
behavior tracking folder 1563 in the explicit data 1563A-8. Each
captured element contains the API identifier, which is stored in
API ID 1563A-8-70; and may additionally contain a mobile device
user(s) 1401 identifier, which is stored in mobile user ID
1563A-8-61; an advertiser(s) 1100 identifier, which is stored in
advertiser ID 1563A-8-40, and a message identifier, which is stored
in message ID 1563A-8-30. Periodically, the behavior tracking
1563A-4 deploys the API message 1537-1 to outbound transmit the
explicit data 1563A-8 to CDS 1200 for further processing, via the
MMP security agent 1502 and the MMP message agent 1501.
[0215] Third-party applications installed on the mobile device 1400
requesting consumer segmentation or consumer analytics data from
the CDS 1200 to be sent to the mobile device 1400 for consumption
by the third-party application is illustrated in this embodiment.
Through an authentication process, the third-party application
accesses the AASA 1570 to request consumer segmentation or consumer
analytics data to be sent from the CDS 1200; this API content
server request is processed by the AASA 1570, through to the API
message 1537-1, the MMP security agent 1502, the MMP message agent
1501, and then through the PCSP 1300 to the CDS 1200 for
processing. Subsequently, the CDS 1200 sends an API content server
response back through the PCSP 1300 through to the MMP message
agent 1501, the MMP security agent 1502, the API message 1537-1,
and then the DRC 1571 for storage and to the third-party
application agent 1563A-6 for processing.
[0216] There are numerous embodiments of what third-party
applications can do with the consumer segmentation or consumer
analytics data received from CDS 1200 and stored in the DRC 1571.
This consumer segmentation or consumer analytics data include one
or more trackable elements of the mobile device user's 1401
interaction with the consumer segmentation or consumer analytics
data; each captured element is stored in the behavior tracking
folder 1563 in the explicit data 1563A-8. Each captured element
contains the API identifier, which is stored in API ID 1563A-8-70;
and may additionally contain a mobile device user(s) 1401
identifier, which is stored in mobile user ID 1563A-8-61; an
advertiser(s) 1100 identifier, which is stored in advertiser ID
1563A-8-40, and a message identifier, which is stored in message ID
1563A-8-30. Periodically, the behavior tracking 1563A-4 deploys the
MMP message processor 1503 to outbound transmit the explicit data
1563A-8 to CDS 1200 for further processing, via the MMP security
agent 1502 and the MMP message agent 1501.
[0217] Content Message Layer (Mobile Device User 1401
View)--Sub-elements of FIG. 4 illustrate the mobile device user
1401. In this embodiment, rendered messages from advertisers 1100
are accessible to the mobile device user 1401; and the subsequent
direct and indirect mobile device user's 1401 exposure and
interaction with messages initiated by the advertiser 1100 are
captured, stored and transmitted.
[0218] In this embodiment, many modern mobile devices 1400 deploy a
logical or physical locking mechanism to prevent accidental or
unintended use of the device; once unlocked the mobile device user
1401 gains full access to the mobile device 1400; while the device
is locked, the mobile device user 1401 has limited access. The term
"lock-screen display" refers to the screen display seen upon waking
up a mobile device 1400 from sleep mode by engaging a logical or
physical input key. The lock-screen display is only seen during the
period between wake-up of the mobile device 1400 and unlocking of
the mobile device 1400. The lock-screen display has both an active
state and a passive state; in the active state, the mobile device
1400 is turned on and the display is actively engaged; and in the
passive state, the mobile device 1400 is turned on but it is asleep
and nothing is displayed. In the former, the lock-screen display
can convey a large variety of things, from internal to the mobile
device 1400 driven events like alarm clocks, calendar alerts, and
status of what music is being played, to external to the mobile
device 1400 driven events like email notifications, incoming phone
calls, and stock alerts. The commonality across all active state
events is that each event wakes the mobile device 1400 from the
sleep mode and actively engages the lock-screen display. In the
latter, the lock-screen display is absent of any active engagement
and the mobile device 1400 is asleep, and the mobile device 1400
continues in this sleep or passive state until a triggering event
occurs to wake it from sleep or the battery dies. A triggering
event to wake the mobile device 1400 from sleep mode can be a
logical or physical input, and after the triggering event, many
modern mobile devices 1400 will display a lock-screen wallpaper, a
clock, or another representation of being temporarily awake and
active on the lock-screen display. This temporary wake state
persists until either the mobile device user 1401 deploys a logical
or physical unlocking mechanism or the lock-screen display
times-out and the mobile device 1400 goes back to sleep.
[0219] In this illustration, the triggering event that causes the
mobile device 1400 to wake temporarily from the sleep mode is
herein referred to as the "first triggering event". In the place of
a lock-screen wallpaper, a clock, or another representation of
being temporarily awake, the rendering manager 1563A-2 will render
the next scheduled advertiser's 1100 message. The advertiser's 1100
message will persist rendering until the lock-screen display
times-out, the mobile device user 1401 deploys a logical or
physical unlocking mechanism, or mobile device user 1401 deploys a
logical or physical second triggering event. In this embodiment,
the second triggering event is a representation of the mobile
device user 1401 going to the next step in the advertiser's 1100
message and/or rendering process.
[0220] Between the first and second triggering events, the mobile
device user 1401 engages, interacts, or otherwise plays with the
advertiser's 1100 message using the mobile device capabilities
1404. There are numerous embodiments of this interaction, and the
following is one example:
[0221] The instant following the first triggering event--animated
mercury balls quickly roll and collide with each other onto the
lock-screen display from all directions; simultaneously the mobile
device 1400 correspondingly vibrates and makes a rumbling sound;
with each collision a sucking sound is heard as the balls congeal
together; eventually (three seconds later) the congealed mercury
forms an accurate representation of a name brand pickup truck, and
then to a quiet background, where a gruff voice says `Pickup Truck
Tough`. The mobile device user 1401 could shake the mobile device
1400 and the mercury balls will scatter off the lock-screen
display, then the sequence would start all over again. The mobile
device user 1401 could further delay the unlocking process and
after five seconds the screen would go black and the sequence would
start over again, but with every iteration, the action would slow
down by 25%, and after the fifth iteration it would freeze with the
representation of the pickup truck staying on the screen. If the
mobile device user 1401 was interested in learning more about the
name brand pickup truck, the mobile device user 1401 could
long-touch the lock-screen display (an illustration of a second
triggering event), when doing so the lock-screen display would
react as if a finger was inserted into water and ripples would
start from the mobile device user's 1401 touch point and ripple out
to the lock-screen display's edges; when the mobile device user
1401 lifts his or her finger from the long-touch, the water and
pickup truck would explode off the screen accompanied by a
corresponding sound and vibration, and then the screen would go
black. At anytime--beginning, middle or end--of the ad rendering
process, the mobile device user 1401, without delay, can unlock his
or her mobile device 1400 by moving the logical or physical
input.
[0222] In this illustrated embodiment, the government 1102 defines
a message priority causing the scheduling manager 1563A-1 to render
an alert message without a first triggering event. There are many
illustrations of this embodiment and the following represents two:
while the mobile device 1400 is in the sleep and locked state, and
while the mobile device 1400 is in the active and unlocked
state.
[0223] The first illustrative embodiment is while the mobile device
1400 is in the sleep and locked state. In the CDS 1200 or through
an interface with the Common Alert Protocol, the government 1102
defines a message priority delivery to supersede all other messages
in the scheduling manager 1563A-1 queue and to render while the
mobile device 1400 is in the sleep and locked state. Based on
delivery elements and message priority of the received and
processed alert message, if the mobile device 1400 is asleep and
locked, the rendering manager 1563A-2 engages the necessary mobile
device capabilities 1404 to wake the mobile device 1400 from the
sleep state, and then renders the alert message. Based on delivery
elements and message priority of the received and processed alert
message, if the mobile device 1400 is unlocked and in an active
state, the rendering manager 1563A-2 waits for the mobile device
1400 to return to a sleep and locked state, and then the rendering
manager 1563A-2 engages the necessary mobile device capabilities
1404 to wake the mobile device 1400 from the sleep state to render
the alert message.
[0224] The second illustrative embodiment is while the mobile
device 1400 is active and unlocked. In the CDS 1200 or through an
interface with the Common Alert Protocol, the government 1102
defines a message priority delivery to supersede all other messages
in the scheduling manager 1563A-1 queue and to render while the
mobile device 1400 is active and in an unlocked state. Based on
delivery elements and message priority of the received and
processed alert message, the rendering manager 1563A-2 engages the
mobile device capabilities 1404 to interrupt the necessary mobile
device 1400 activities and then renders the alert message.
[0225] Third-party applications acquired independently by the
mobile device user 1401, through means outside the MDE 1000 that
are used on their mobile device 1400, which contain specific APIs
that interface with the CDS 1200 or the AASA 1570 are illustrated
in this embodiment. These APIs provide a method for third-party
application developers to leverage the information entered,
captured and tracked about the mobile device user 1401, and to
create innovative commerce, social, or other focused applications.
There are numerous embodiments of how third-party application
developers could use mobile device user's 1401 profile information
to create games, services, product demonstrations, social
interaction, user generated content, contextual search, user
lifestyle enablers, and other unnamed applications. Common to each
embodiment is the API identifier and the use of the mobile device
user's 1401 profile information to innovate to provide a service,
utility, entertainment or value to the mobile device user 1401.
[0226] In this embodiment, capturing, storing and transmitting the
mobile device user's 1401 explicit behavior is illustrated.
Explicit behavior is information derived directly from the mobile
device user's 1401 exposure and interaction with messages initiated
by the advertiser 1100. The behavior tracking 1563A-4 captures
every exposure and interaction the mobile device user 1401 has with
each message, excluding message delivery 1550 items (see paragraph
[00147]). All captured explicit behavior is stored and encrypted
(1585) in the explicit data 1563A-8 in the behavior tracking folder
1563. Periodically, the behavior tracking 1563A-4 deploys the
respective message (ad message 1535-1, alert message 1536-1, or API
message 1537-1) processor of the MMP message processor 1503 to
outbound transmit the explicit data 1563A-8 to CDS 1200 for further
processing, via the MMP security agent 1502 and the MMP message
agent 1501.
[0227] There are numerous embodiments of this illustration, the
common method among them is a message identifier that is captured
and stored in the message ID 1563A-8-30; with each mobile device
user's 1401 exposure and interaction to each message (rendering and
learn more 1563A-5 attributes), the behavior tracking 1563A-4
captures and stores the associated message identifier along with
the trackable elements of the exposure and interaction into their
respective folders, message ID 1563A-8-30 and explicit data
1563A-8. In this embodiment, from a mobile device user's 1401
prospective, the message has two elements: rendering and the learn
more 1563A-5 attributes.
[0228] Rendering--immediately following a first triggering event
and simultaneous to the message delivery 1550 process that advises
the CDS 1200 that a message has been rendered; the behavior
tracking 1563A-4 captures the message rendering duration, mobile
device user 1401 interaction with the rendering message, and the
event that ended the rendering; and then subsequently stores the
captured information into the explicit data 1563A-8. The rendering
duration is the time between the first triggering event and one of
the following: the lock screen display times-out; the mobile device
user 1401 deploys a logical or physical unlocking mechanism; or
mobile device user 1401 deploys a logical or physical second
triggering event. The mobile device user's 1401 interaction with
the rendering message has numerous variables, as defined by the
software developer 1220 author of the ad message. Each variable may
have trackable elements. Subsequently, as each trackable element is
engaged by the mobile device user 1401, the behavior tracking
1563A-4 captures and stores the captured trackable element into the
explicit data 1563A-8. The event that ended the rendering is one of
the following: the lock screen display times-out; the mobile device
user 1401 deploys a logical or physical unlocking mechanism; or
mobile device user 1401 deploys a logical or physical second
triggering event. The behavior tracking 1563A-4 captures and stores
the ending event into the explicit data 1563A-8. Additionally, if
the first triggering event occurs and the event that ended the
rendering was the lock screen display timing-out, the scheduling
manager 1563A-1 keeps the current ad message at the top of the
queue for re-rendering; the scheduling manager 1563A-1 maintains
the current ad message at the top of the queue for re-rendering
until the mobile device user 1401 deploys a logical or physical
unlocking mechanism, mobile device user 1401 deploys a logical or
physical second triggering event, or until the time block has
expired and the scheduling manager 1563A-1 places a different ad
message at the top of the queue. Consequently, each re-rendering
causes the behavior tracking 1563A-4 to capture the message
rendering duration, mobile device user 1401 interaction with the
rendering message, and the event that ended the rendering; and then
subsequently stores the captured information into the explicit data
1563A-8. Concurrently with each re-rendering, the message delivery
1550 processes a new confirmation that advises the CDS 1200 that a
message has been rendered.
[0229] Immediately following a second triggering event, the
rendering manager 1563A-2 transitions to the learn more 1563A-5
attributes of the ad message. The learn more 1563A-5 attributes
have two components: the externally derived, Part B (1535-2,
1536-2, or 1537-2) of the ad message, the advertiser 1100 specific
information that supplements the rendered message, and the
internally derived framework to standardize and organize the mobile
device user 1401 user experience for presentation and navigation of
the Part B (1535-2, 1536-2, or 1537-2) component. The Part B
(1535-2, 1536-2, or 1537-2) component is defined by the advertiser
1100 in the CDS 1200 and has the following attributes: 1) the
companion page; 2) product, service or brand awareness
illustrations: print media, video media, audio media, website,
other; 3) product, service or brand interest illustrations: map or
location, product, service or brand reviews, price comparison,
survey or questionnaire, calling, emailing, texting, product,
service or brand search, other; 4) product, service or brand desire
illustrations: shopping list, wish list, gift list, shopping cart,
other; 5) product, service or brand action illustrations: mobile
ahead transactions, redeem coupon, in-store purchase, online
purchase, review purchase history, other; 6) product, service or
brand social illustrations: share, post, comment, update, visit,
rank, influence, other; each aforementioned attribute provides
trackable elements. The internal component of the learn more
1563A-5 contains a framework that standardizes the way each
attribute is organized and how the mobile device user 1401
navigates, thus creating a consistent look and feel to the mobile
device user 1401 for engaging each attribute across all product,
service or brand categories. The learn more 1563A-5 draws resources
from the DRC 1571 to support this illustration. Subsequently, the
behavior tracking 1563A-4 captures each trackable element of each
attribute and stores them in the explicit data 1563A-8.
[0230] In this embodiment, capturing, storing and transmitting the
mobile device user's 1401 implicit behavior is illustrated.
Implicit behavior is information derived indirectly from the mobile
device user's 1401 exposure and interaction with advertisers 1100,
which is not directly linked to a message. The behavior tracking
1563B-1 in the implicit manager 1563B captures the exposure and
interaction of the mobile device user 1401 by monitoring
transactions, activities, or data points that potentially could be
linked to an advertiser's 1100 unique identifier or to a
third-party application developer's (API) unique identifier
(collectively referred to as implicit behavior).
[0231] All the implicit behavior captured by the behavior tracking
1563B-1 is stored and encrypted (1586) in the implicit data 1563B-8
in the behavior tracking folder 1563. Periodically, the behavior
tracking 1563B-1 deploys the admin message 1510 processor of the
MMP message processor 1503 to outbound transmit the implicit data
1563B-8 to CDS 1200 for further processing, via the MMP security
agent 1502 and the MMP message agent 1501.
[0232] In this embodiment, the behavior tracking 1563B-1 captures
implicit behavior of the mobile device user 1401; the mobile wallet
interface 1563B-2 captures transactional information; the
third-party audience measurement interface 1563B-3; and other
context 1563B-4 captures other integrated services transitions.
User profile cookie 1561 controls and captures transactions related
to distributing the mobile device user's 1401 authorized
personalized internet cookie.
[0233] The behavior tracking 1563B-1 capturing implicit behavior of
the mobile device user 1401 is illustrated in this embodiment. The
CML 1500 is manufactured into the mobile device operating system
1402, and with permission, has access to core functionality of the
mobile device operating system 1402 to enable monitoring, and when
programmed, captures designated transactions, activities, or data
points performed by the mobile device user 1401; the behavior
tracking 1563B-1 is the active element within the CML that performs
this function. All captured implicit behavior is stored and
encrypted (1586) in the implicit data 1563B-8 in the behavior
tracking folder 1563; and if any unique identifiers for mobile
device users 1401, advertisers 1100, messages, or third-party
developers (API) are captured and can be associated with any of the
implicit behavior, these items are also stored in the respective
folders: 1563B-8-61, 1563B-8-40, 1563B-8-30, 1563B-8-70 with a
linkage to the implicit data 1563B-8 stored.
[0234] The mobile wallet interface 1563B-2 capturing transactional
information is illustrated in this embodiment. Mobile wallet is an
alternative payment method; instead of paying with cash, check or
credit cards, a mobile device user 1401 can use their mobile device
1400 to pay for a wide range of services and digital or hard goods;
there are four primary models for mobile payments: premium
SMS-based transactional payments, direct mobile billing, mobile web
payments (WAP), contactless NFC (Near Field Communication). The
mobile wallet interface 1563B-2 is manufactured into the mobile
device operating system 1402 and with permission, has access to
core functionality of the mobile device's 1400 mobile wallet to
enable monitoring, and when programmed, captures designated
transactional information performed by the mobile device user 1401
using his or her mobile wallet. All captured transactional
information is stored and encrypted (1586) in the implicit data
1563B-8 in the behavior tracking folder 1563; and if any unique
identifiers for mobile device users 1401, advertisers 1100,
messages, or third-party developers (API) are captured and can be
associated with any of the transactional information, these items
are also stored in the respective folders: 1563B-8-61, 1563B-8-40,
1563B-8-30, 1563B-8-70 with a linkage to the implicit data 1563B-8
stored.
[0235] The third-party audience measurement interface 1563B-3
capturing third-party transactions and activities are illustrated
in this embodiment. Third-party transactions and activities are
viewing, listening, reading, browsing, social and other
transactions and activities that are provided by third-party
entities for the benefit of the mobile device user 1401 on his or
her mobile device 1400; either executed by native mobile device
1400 applications or by non-native, remotely connected
functionality. There are numerous embodiments of third-party
transactions and activities that capture the exposure and
interaction of the mobile device user 1401 by monitoring viewing,
listening, reading, browsing, social and other transactions,
activities, or data points that potentially could be linked to an
advertiser's 1100 unique identifier or to a third-party application
developer's (API) unique identifier. The third-party audience
measurement interface 1563B-3 is manufactured into the mobile
device operating system 1402 and with permission, has access to
core functionality of the mobile device's 1400 viewing, listening,
reading, browsing, social and other integrated services
transactions to enable monitoring or receipt, and when programmed,
captures or receives designated viewing, listening, reading,
browsing, social and other integrated services transactions
performed by the mobile device user 1401. All captured or received
viewing, listening, reading, browsing, social and other integrated
services transactions are stored and encrypted (1586) in the
implicit data 1563B-8 in the behavior tracking folder 1563; and if
any unique identifiers for mobile device users 1401, advertisers
1100, messages, or third-party developers (API) are captured or
received and can be associated with any of the viewing, listening,
reading, browsing, social and other integrated services
transactions, these items are also stored in the respective
folders: 1563B-8-61, 1563B-8-40, 1563B-8-30, 1563B-8-70 with a
linkage to the implicit data 1563B-8 stored.
[0236] The other context 1563B-4 capturing other integrated
services transactions is illustrated in this embodiment. There are
numerous embodiments of other integrated services transactions that
capture the exposure and interaction of the mobile device user 1401
by monitoring other transactions, activities, or data points that
potentially could be linked to an advertiser's 1100 unique
identifier or to a third-party application developer's (API) unique
identifier. The other context 1563B-4 is manufactured into the
mobile device operating system 1402 and with permission, has access
to core functionality of the mobile device's 1400 other integrated
services transactions to enable monitoring, and when programmed,
captures designated other integrated services transactions
performed by the mobile device user 1401. All captured other
integrated services transactions are stored and encrypted (1586) in
the implicit data 1563B-8 in the behavior tracking folder 1563; and
if any unique identifiers for mobile device users 1401, advertisers
1100, messages, or third-party developers (API) are captured and
can be associated with any of the other integrated services
transactions, these items are also stored in the respective
folders: 1563B-8-61, 1563B-8-40, 1563B-8-30, 1563B-8-70 with a
linkage to the implicit data 1563B-8 stored.
[0237] The user profile cookie 1561 controlling and capturing
transactions related to distribution of the mobile device user's
1401 authorized personalized internet cookie is illustrated in this
embodiment. The mobile device user 1401 defines and administers his
or her profile information in the CDS 1200, and with permission,
authorizes the distribution of his or her personalized internet
cookie representing his or her profile information (see paragraph
[00128]). The user profile cookie 1561 is manufactured into the
mobile device operating system 1402, and with permission, has
access to core functionality of the mobile device's 1400 web
browser to distribute the mobile device user's 1401 authorized
personalized internet cookie and to enable monitoring, and when
programmed, captures designated transactions performed by the
mobile device user 1401 using his or her web browser. All captured
personalized internet cookie distribution and subsequent captured
transactions are stored and encrypted (1585) in the implicit data
1563B-8 in the behavior tracking folder 1563; and if any unique
identifiers for mobile device users 1401, advertisers 1100,
messages, or third-party developers (API) are captured and can be
associated with any of the personalized internet cookie
distribution and subsequent transactions, these items are also
stored in the respective folders: 1563B-8-61, 1563B-8-40,
1563B-8-30, 1563B-8-70 with a linkage to the implicit data 1563B-8
stored.
[0238] Those skilled in the art will appreciate that the
above-described processes are readily enabled using any of a wide
variety of available and/or readily configured platforms, including
partially or wholly programmable platforms as are known in the art
or dedicated purpose platforms as may be desired for some
applications. In an additional alternative embodiment, the
functionality or logic described in the figures may be embodied in
the form of code that may be executed in a separate processor
circuit. If embodied in software, each block may represent a
module, segment, or portion of code that comprises program
instructions to implement the specified logical function(s). The
program instructions may be embodied in the form of source code
that comprises human-readable statements written in a programming
language or machine code that comprises numerical instructions
recognizable by a suitable execution system such as a processor in
a computer system or other system. The machine code may be
converted from the source code, etc. If embodied in hardware, each
block may represent a circuit or a number of interconnected
circuits to implement the specified logical function(s).
[0239] Those skilled in the art will recognize that a wide variety
of modifications, alterations, and combinations can be made with
respect to the above described embodiments without departing from
the scope of the invention, and that such modifications,
alterations, and combinations are to be viewed as being within the
ambit of the inventive concept.
* * * * *